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Aggregate diffusion forecasting models in marketing: a critical review

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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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en

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application/pdf

Resource resource URL

http://flora.insead.edu/fichiersti_wp/Inseadwp1993/93-92.pdf

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Copyright INSEAD. All rights reserved