The role of prices in models of innovati
โ
Paul A. Bottomley; Robert Fildes
๐
Article
๐
1998
๐
John Wiley and Sons
๐
English
โ 160 KB
๐ 2 views
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