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

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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.

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Published December 7, 2009 by Marketing Science Institute. 106 pages
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