Diffusion and Advertising: The German Telephone Campaign

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Hermann Simon; Karl-Heinz Sebastian;
  • Journal: Management Science, volume 33, issue 4 April, pages 451-466
  • Identifiers: doi: 10.1287/mnsc.33.4.451
  • Subject: marketing, advertising, new products, product life cycle

The goal of the present paper is to investigate the influence of advertising on the diffusion of new telephones in West Germany. Several alternative ways of integrating advertising into the well-known Bass-diffusion-model are suggested and empirically tested. The econom... View more
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