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Innovation Diffusion and New Product Growth (Marketing Science Institute (MSI) Relevant Knowledge Series)

Vijay Mahajan, Renana Peres, Eitan Muller

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ISBN 10: 0982387717 / ISBN 13: 9780982387719
Published by Marketing Science Institute, 2009
Used Condition: Good Soft cover
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Bibliographic Details

Title: Innovation Diffusion and New Product Growth ...

Publisher: Marketing Science Institute

Publication Date: 2009

Binding: Paperback

Book Condition:Good

About this title

Synopsis:

Offers a framework for understanding how diffusion occurs in multifaceted and complex markets. In their review of classic and more recent diffusion models, the authors investigate the mechanisms that underlie new product growth with particular attention to current market trends such as information proliferation, globalization, competition, social networks, and growth in service markets.

About the Author:

Eitan Muller is Professor of Marketing at the Stern School of Business, New York University, and the Nathan Galston Professor of Hi-Tech Marketing at the Recanati Graduate School of Business Administration, Tel Aviv University. Renana Peres is Lecturer of Marketing in the Hebrew University of Jerusalem. Vijay Mahajan holds the John P. Harbin Centennial Chair in Business at McCombs School of Business, University of Texas at Austin.

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