Aggregate diffusion forecasting models in marketing: A critical review

Aggregate diffusion forecasting models in marketing: A critical review

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Article ID: iaor1995465
Country: Netherlands
Volume: 10
Issue: 2
Start Page Number: 353
End Page Number: 380
Publication Date: Jun 1994
Journal: International Journal of Forecasting
Authors:
Keywords: forecasting: applications
Abstract:

Since the 1960s, a number of new product diffusion models have been developed and applied in marketing. This paper reviews the theoretical origins, specifications, data requirements, estimation procedures, and pre-launch calibration possibilities for these aggregate models. Following a critical review of both the problems and the potential benefits of these models, a number of suggestions are made with respect to future academic and applied research involving new product diffusion forecasting.

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