Targeting and timing promotional activities : An agent-based model for the takeoff of new products

@inproceedings{Delre2007TargetingAT,
  title={Targeting and timing promotional activities : An agent-based model for the takeoff of new products},
  author={Sebastiano A. Delre and Wander Jager and Tammo H. A. Bijmolt and M. A. Janssenb},
  year={2007}
}
Many marketing efforts focus on promotional activities that support the launch of new products. Promotional strategies may play a crucial role in the early stages of the product life cycle, and determine to a large extent the diffusion of a new product. This paper proposes an agent-based model to simulate the efficacy of different promotional strategies that support the launch of a product. The article in particular concentrates on the targeting and the timing of the promotions. The results of… CONTINUE READING
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