Diffusion models have been used traditionally in marketing for capturing the lifecycle dynamics of a new product, for forecasting the demand for a new product, and as a decision aid in making pre-launch, launch and post-launch strategic choices. Since their entrance into marketing, diffusion models have become increasingly complex. This complexity has been driven by the need to enhance the fore...

the main purpose of this paper is to develop an effective and efficient promotion mix model and determine the share and value of each of the underlying variables in the promotion mix in accordance with the marketing and promotional goals and strategies of a firm. the review of earlier studies indicate that the promotion mix components such as competitor’s advertisement, public relation budget, ...

BACKGROUND Fewer than one in 10 adolescents with substance use disorders (ASUDs) will receive specialty treatment, and even fewer will receive treatment designated as evidence-based practice (EBP). Traditional efforts to increase the utilization of EBP by ASUDs typically focus on practitioners-either in substance use clinics or allied health settings. Direct-to-consumer (DTC) marketing that dir...

Digital media attribution aims to identify the combination of online marketing activities and touchpoints contributing to online sales conversion. Given the availability of unique useridentifiers, analysis conventionally traces the actions of single individuals. Traditional media attribution, on the other hand, evaluates the offline sales impact of offline marketing investments. Measurement is ...