Prelaunch Forecasting of New Automobiles

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Glen L. Urban; John R. Hauser; John H. Roberts;
(1990)
  • Journal: Management Science,volume 36,issue 4 April,pages401-421
  • Related identifiers: doi: 10.1287/mnsc.36.4.401
  • Subject: new products, product policy, measurement [marketing]

This paper develops and applies a prelaunch model and measurement system to the marketing planning of a new automobile. The analysis addresses active search by consumers, dealer visits, word-of-mouth communication, magazine reviews, and production constraints---issues t... View more
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