Summary
A stochastic model of consumer response to new products is developed which incorporates the effects of overtime variations in advertising and promotion. The model’s primary usefulness lies in its ability to generate conditional forecasts of product sales to evaluate alternative marketing programs for new product introduction.
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© 1976 Springer-Verlag Berlin Heidelberg
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Nakanishi, M. (1976). Advertising and Promotion Effects on Consumer Response to New Products. In: Mathematical Models in Marketing. Lecture Notes in Economics and Mathematical Systems, vol 132. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-51565-1_111
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DOI: https://doi.org/10.1007/978-3-642-51565-1_111
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-07869-2
Online ISBN: 978-3-642-51565-1
eBook Packages: Springer Book Archive