AuthorRobertson, Thomas S
TitleInnovative behavior and communication / Thomas S. Robertson
Imprint New York : Holt, Rinehart and Winston, [c1971]
Descript xiv, 331 p. : ill.; 24 cm


Innovation in the American economy -- The diffusion process -- Product adoption processes -- Profiling consumer innovators -- Communication and social influence: Communication process -- Communication structure -- Personal influence and opinion leadership -- The acceptance of personal influence -- Aggregate strategies to affect personal influence -- Models of attitude change and new product Marketing: Attitude and attitude change -- Models of new product acceptance

Marketing Diffusion of innovations New products

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