An Empirical Comparison of Awareness Forecasting Models of New Product Introduction

Five awareness forecasting models embedded in their respective new product introduction models are compared. Conditions which govern the differences in the awareness estimates provided by the various models are delineated. Managerial implications of the results are discussed.

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Year of publication:	1984
Authors:	Mahajan, Vijay ; Muller, Eitan ; Sharma, Subhash
Published in:	Marketing Science. - Institute for Operations Research and the Management Sciences - INFORMS, ISSN 0732-2399. - Vol. 3.1984, 3, p. 179-197
Publisher:	Institute for Operations Research and the Management Sciences - INFORMS
Subject:	awareness forecasting \| new product introduction \| word-of-mouth \| diffusion

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Extent:	application/pdf
Type of publication:	Article
Other identifiers:	10.1287/mksc.3.3.179 [DOI]
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10008788209