Forecasting sales in a personal selling intensive industry: An application of a repeat purchase diffusion model

被引：0

作者：

Carter, FJ ^{[1
]}

Motley, CM ^{[1
]}

Ogbuehi, A ^{[1
]}

机构：

[1] St Josephs Univ, Dept Food Mkt, Philadelphia, PA 19131 USA

来源：

2001 AMA WINTER EDUCATORS' CONFERENCE - MARKETING THEORY AND APPLICATIONS | 2001年 / 12卷

关键词：

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

We develop and test a repeat purchase diffusion model that allows for the impact of personal selling, pricing and other promotional activities (advertising and sampling) on the adoption of a new product. This model recognizes manager-defined segments of prescribers and incorporates a manager's judgments on the distribution of resources among these various segments.

引用

页码：12 / 19

页数：8

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