Innovation Diffusion Models in Marketing
نویسندگان
چکیده
Many recent books and articles stress that one key to long-term organizational health is a systematic process of new product design, development, and introduction. Innovation is accompanied by costs and risks, both of which can be controlled through a well-conceived program of new product development. A key ingredient in such a program should be the use of sound, explicit models for planning and forecasting new product sales. In this chapter we focus on the application of explicit guanlirafive dflusion modeis to aid in new product planning and decision making.
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