Mathematical Models in Marketing pp 367-370 | Cite as
Advertising and Promotion Effects on Consumer Response to New Products
Chapter
Summary
A stochastic model of consumer response to new products is developed which incorporates the effects of overtime variations in advertising and promotion. The model’s primary usefulness lies in its ability to generate conditional forecasts of product sales to evaluate alternative marketing programs for new product introduction.
Keywords
Probability Density Function Fixed Cost Marketing Activity Consumer Response Product Sale
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© Springer-Verlag Berlin Heidelberg 1976