Marketing Mix and New Product Diffusion Models
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Procedia Computer Science
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.
Description
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 -