An Empirical Comparison of Awareness Forecasting Models of New Product Introduction

Authors
Mahajan. Vijay Muller, Eitan Sharma. Subhash
Citation
Mahajan. Vijay et al., An Empirical Comparison of Awareness Forecasting Models of New Product Introduction, Marketing science , 3(3), 1984, pp. 179-197
Journal title
Marketing science → ACNP
ISSN journal
07322399
Volume
3
Issue
3
Year of publication
1984
Pages
179 - 197
Database
ACNP
SICI code
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.