Please use this identifier to cite or link to this item:
http://hdl.handle.net/10174/33524
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| Title: | Marketing Mix and New Product Diffusion Models |
| Authors: | Pinto, Luís G.
Cavique, Luís
Santos, Jorge |
| Editors: | Maria Manuela Cruz-Cunha, Nuno Mateus-Coelho |
| Keywords: | new product diffusion
forecasting
marketing science
innovation diffusion |
| Issue Date: | 2022 |
| Publisher: | Procedia Computer Science |
| Citation: | Luís G. Pinto, Luís Cavique, Jorge M.A. Santos,
Marketing Mix and New Product Diffusion Models,
Procedia Computer Science,
Volume 204,
2022,
Pages 885-890,
ISSN 1877-0509,
https://doi.org/10.1016/j.procs.2022.08.107.
(https://www.sciencedirect.com/science/article/pii/S1877050922008456)
Abstract: In this paper we analyze the relationship between the marketing mix and new product diffusion models. The goal is to obtain a general new product diffusion model that incorporates the classic 4Ps model of the Marketing Mix: Product, Price, Place, Promotion. An empirical study was conducted using mobile broadband adoption data in Japan.
Keywords: new product diffusion; innovation diffusion; marketing science; forecasting2023-01-05T07:50:38Z - |
| Abstract: | In this paper we analyze the relationship between the marketing mix and new product diffusion models. The goal is to obtain a gen eral new product diffusion model that incorporates the classic 4Ps model of the Marketing Mix: Product, Price, Place, Promotion. An empirical study was conducted using mobile broadband adoption data in Japan. |
| URI: | https://www.sciencedirect.com/science/article/pii/S1877050922008456
http://hdl.handle.net/10174/33524 |
| Type: | article |
| Appears in Collections: | MAT - Artigos em Livros de Actas/Proceedings
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