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Seasonal marketing and timing new product introductions (Сезонный маркетинг и время выпуска новых продуктов)

Опубликовано на портале: 24-09-2003
Journal of Marketing Research (JMR). 1998.  Vol. 35. No. 3. P. 296-315. 
Тематический раздел:
A study shows how to add known seasonal patterns to any dynamic model parsimoniously, and without changing the fundamental model assumptions, illustrates how the method provides strategic implications for timing new product introductions, and provides an empirical application. The study transforms time so that, during high seasons, time is moving faster than normal time. The study also changes the product's growth along its life cycle and suggests that timing introduction decisions are dependent on the shape of the product's life cycle.

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