Pinto, Luís G.Cavique, LuísSantos, Jorge M. A.2023-01-052023-01-0520221877-0509http://hdl.handle.net/10400.2/13023In 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.engNew product diffusionInnovation diffusionMarketing scienceForecastingMarketing mix and new product diffusion modelsjournal article10.1016/j.procs.2022.08.107