Original scientific paper
Diffusion Models in Marketing: How to Incorporate the Effect of External Influence?
Sonja Radas
Full text: croatian pdf 90 Kb
page 30-51
downloads: 476
cite
APA 6th Edition
Radas, S. (2005). Diffusion Models in Marketing: How to Incorporate the Effect of External Influence?. Privredna kretanja i ekonomska politika, 15 (105), 30-51. Retrieved from https://hrcak.srce.hr/18398
MLA 8th Edition
Radas, Sonja. "Diffusion Models in Marketing: How to Incorporate the Effect of External Influence?." Privredna kretanja i ekonomska politika, vol. 15, no. 105, 2005, pp. 30-51. https://hrcak.srce.hr/18398. Accessed 18 Dec. 2024.
Chicago 17th Edition
Radas, Sonja. "Diffusion Models in Marketing: How to Incorporate the Effect of External Influence?." Privredna kretanja i ekonomska politika 15, no. 105 (2005): 30-51. https://hrcak.srce.hr/18398
Harvard
Radas, S. (2005). 'Diffusion Models in Marketing: How to Incorporate the Effect of External Influence?', Privredna kretanja i ekonomska politika, 15(105), pp. 30-51. Available at: https://hrcak.srce.hr/18398 (Accessed 18 December 2024)
Vancouver
Radas S. Diffusion Models in Marketing: How to Incorporate the Effect of External Influence?. Privredna kretanja i ekonomska politika [Internet]. 2005 [cited 2024 December 18];15(105):30-51. Available from: https://hrcak.srce.hr/18398
IEEE
S. Radas, "Diffusion Models in Marketing: How to Incorporate the Effect of External Influence?", Privredna kretanja i ekonomska politika, vol.15, no. 105, pp. 30-51, 2005. [Online]. Available: https://hrcak.srce.hr/18398. [Accessed: 18 December 2024]
Full text: english pdf 258 Kb
page 30-51
downloads: 19.585
cite
APA 6th Edition
Radas, S. (2005). Diffusion Models in Marketing: How to Incorporate the Effect of External Influence?. Privredna kretanja i ekonomska politika, 15 (105), 30-51. Retrieved from https://hrcak.srce.hr/18398
MLA 8th Edition
Radas, Sonja. "Diffusion Models in Marketing: How to Incorporate the Effect of External Influence?." Privredna kretanja i ekonomska politika, vol. 15, no. 105, 2005, pp. 30-51. https://hrcak.srce.hr/18398. Accessed 18 Dec. 2024.
Chicago 17th Edition
Radas, Sonja. "Diffusion Models in Marketing: How to Incorporate the Effect of External Influence?." Privredna kretanja i ekonomska politika 15, no. 105 (2005): 30-51. https://hrcak.srce.hr/18398
Harvard
Radas, S. (2005). 'Diffusion Models in Marketing: How to Incorporate the Effect of External Influence?', Privredna kretanja i ekonomska politika, 15(105), pp. 30-51. Available at: https://hrcak.srce.hr/18398 (Accessed 18 December 2024)
Vancouver
Radas S. Diffusion Models in Marketing: How to Incorporate the Effect of External Influence?. Privredna kretanja i ekonomska politika [Internet]. 2005 [cited 2024 December 18];15(105):30-51. Available from: https://hrcak.srce.hr/18398
IEEE
S. Radas, "Diffusion Models in Marketing: How to Incorporate the Effect of External Influence?", Privredna kretanja i ekonomska politika, vol.15, no. 105, pp. 30-51, 2005. [Online]. Available: https://hrcak.srce.hr/18398. [Accessed: 18 December 2024]
Abstract
Diffusion models have been used traditionally in marketing for capturing the lifecycle dynamics of a new product, for forecasting the demand for a new product, and as a decision aid in making pre-launch, launch and post-launch strategic choices. Since their entrance into marketing, diffusion models have become increasingly complex. This complexity has been driven by the need to enhance the
forecasting capability of these models and to improve their usefulness as a decision-making tool for managers. One of the challenges of diffusion modeling is to incorporate external influences in models, most notably the influence of marketing mix variables. This paper offers a framework for systematizing diffusion models in marketing, with a special emphasis on the role of marketing mix variables. Different models are compared and their advantages and disadvantages discussed. Suggestions for further research are also offered.
Keywords
diffusion of innovations; diffusion models
Hrčak ID:
18398
URI
https://hrcak.srce.hr/18398
Publication date:
10.1.2006.
Article data in other languages:
croatian
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