Marketing mix and new product diffusion models

Pinto, Luís G.; Cavique, Luís; Santos, Jorge M. A.

http://hdl.handle.net/10400.2/13023

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Authors

Pinto, Luís G.

Cavique, Luís

Santos, Jorge M. A.

Abstract(s)

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.