TITLE

AWARENESS FORECASTING MODELS- EDITORS' COMMENT

AUTHOR(S)
Blackburn, Joseph; Clancy, Kevin
PUB. DATE
June 1984
SOURCE
Marketing Science;Summer84, Vol. 3 Issue 3, p198
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article comments on the paper written by Vijay Mahajan, Eltan Muller and Subhash Sharma which provides what one rarely finds in the Marketing literature-an empirical comparison of several alternative models. While the authors' objective is modest, they are to be commended for doing this research. This kind of empirical work enhances our understanding of the strengths and weaknesses of alternative models and also indicates directions for future research. For instance, Mahajan et al. had to simplify the nature of the awareness model for their comparisons. Future comparisons will hopefully be able to retain some of these complexities and also be able to compare the trial and repeat purchase modules of the various models. The represents one of the few attempts in the marketing literature to compare empirically alternative models of a marketing process.' Second, the results are favorable to our model, LITMUS, fitting the data as well as the four competing models. Finally, the paper convinces us that our recently introduced LITMUS II model would perform even better, since it is superior to the original in every respect, including the forecasting of awareness.
ACCESSION #
4478269

 

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