Bayesian Estimation and Control of Detailing Effort in a Repeat Purchase Diffusion Environment

Gary L. Lilien, Ambar G. Rao and Shlomo Kalish
Additional contact information
Gary L. Lilien: Massachusetts Institute of Technology
Ambar G. Rao: New York University
Shlomo Kalish: Massachusetts Institute of Technology

Management Science, 1981, vol. 27, issue 5, 493-506

Abstract: This paper develops a model and an associated estimation procedure to forecast and control the rate of sales for a new product. A repeat-purchase diffusion model is developed, incorporating the effect of marketing variables---detailing force effects in particular---as well as a word-of-mouth effect. Bayesian estimation, with priors developed from past products is used to estimate and update the parameters of the model. The procedure is used to develop marketing policies for new product introduction.

Keywords: marketing; new product; sales force (search for similar items in EconPapers)
Date: 1981
References: Add references at CitEc
Citations: View citations in EconPapers (36)

Downloads: (external link)
http://dx.doi.org/10.1287/mnsc.27.5.493 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:inm:ormnsc:v:27:y:1981:i:5:p:493-506

Access Statistics for this article

More articles in Management Science from INFORMS Contact information at EDIRC.
Bibliographic data for series maintained by Chris Asher ().