EBK CONTEMPORARY MARKETING
18th Edition
ISBN: 9780357158951
Author: Kurtz
Publisher: VST
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Chapter 12.3, Problem 1LO
Summary Introduction
To discuss : The 5 categories of purchaser based on relative time to adoption.
Individuals trying to develop the new product or innovate something new are known as product adopters. This category is related to the diffusion of innovation theory and later applied to other studies
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EBK CONTEMPORARY MARKETING
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