Naslov
Diffusion models in marketing: how to incorporate the effect of external influence

Autori
Radas, Sonja

Izvornik
Privredna kretanja i ekonomska politika (1330-187X) 15 (2006), 105; 30-51

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
diffusion of innovations ; diffusion models

Sažetak
In marketing diffusion models have been used traditionally for capturing the life-cycle dynamics of a new product, for forecasting the demand for a new product, and as a decision aid in making pre-launch, launch and post-launch strategic choices. Since their entrance into marketing, diffusion models have become increasingly complex. This complexity was driven by the need to enhance the forecasting capability of these models and to improve their decision-tool usefulness for managers. One of the challenges of diffusion modeling is incorporating external influences in models, most notably the influence of marketing mix variables. This paper offers a framework for systematizing diffusion models in marketing, with a special emphasis on the role of marketing mix variables. Different models are compared and their advantages and disadvantages are discussed. Suggestions for further research are offered.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA