๐”– Bobbio Scriptorium
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The use of innovation diffusion models in new venture planning and evaluation

โœ Scribed by A.Wade Blackman Jr.


Book ID
116070619
Publisher
Elsevier Science
Year
1986
Tongue
English
Weight
599 KB
Volume
29
Category
Article
ISSN
0040-1625

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When evaluating the launch of a new product or service, forecasts of the diusion path and the eects of the marketing mix are critically important. Currently no uniยฎed framework exists to provide guidelines on the inclusion and speciยฎcation of marketing mix variables into models of innovation diusion