A. J. Bailetti / Veronica Giggey
Librería Samer Atenea
Librería Aciertas (Toledo)
Kálamo Books
Librería Perelló (Valencia)
Librería Elías (Asturias)
Donde los libros
Librería Kolima (Madrid)
Librería Proteo (Málaga)
Estimating the size of addressable markets before they exist or are well established,is one of the major challenges faced by marketing and investmentmanagers. Waiting for maturity and then addressing its needs is not a tacticthat many companies are able to accept. The objective of this research is todevelop a method that can be used to estimate the size of emerging markets.The adoption of mobile payment services in South America is modeled usinga stochastic analysis tool, a staged estimation procedure and historical data.Adoption curves are estimated using dimensions traditionally used in marketingliterature and construct dimensions that were derived using three complementarytheoretical perspectives. The proposed method is first tested usingadoption data in regions for which mobile payments exist. The method isthen applied to South America, a region in which mobile payments have notbeen deployed. The analysis and method try to refute the idea that earlystage marketing estimation is more of an art than a science by providing amethod that yields accurate, quantitative results based on little or no marketdata. The book is addressed to professionals in Marketing, early market investorsand researchers in the areas of Marketing, Innovation and TechnologyDiffusion.
