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Marketing mix and new product diffusion models
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Resumo(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.
Descrição
Palavras-chave
New product diffusion Innovation diffusion Marketing science Forecasting