A prelaunch diffusion model for evaluating market defense strategies

Marketing Science

Volumn 24, Issue 1, 2005, Pages 150-164

  Roberts, John H ^a,b   Nelson, Charles J ^c   Morrison, Pamela D ^a  

^a UNIVERSITY OF NEW SOUTH WALES   (Australia)

^b LONDON BUSINESS SCHOOL   (United Kingdom)

^c Foreseechange Pty Limited   (Australia)

Author keywords

Brand choice; Defensive strategy; Diffusion; Forecasting

Indexed keywords

EID: 15844378821     PISSN: 07322399     EISSN: None     Source Type: Journal    
DOI: 10.1287/mksc.1040.0086     Document Type: Article

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