An Empirical Comparison of Awareness Forecasting Models of New Product Introduction

Vijay Mahajan, Eitan Muller and Subhash Sharma
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Vijay Mahajan: Southern Methodist University
Eitan Muller: The Hebrew University of Jerusalem
Subhash Sharma: University of South Carolina

Marketing Science, 1984, vol. 3, issue 3, 179-197

Abstract: Five awareness forecasting models embedded in their respective new product introduction models are compared. Conditions which govern the differences in the awareness estimates provided by the various models are delineated. Managerial implications of the results are discussed.

Keywords: awareness forecasting; new product introduction; word-of-mouth; diffusion (search for similar items in EconPapers)
Date: 1984
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:3:y:1984:i:3:p:179-197

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