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The document discusses the use of agent-based modeling (ABM) in marketing research, emphasizing its ability to simulate complex marketing phenomena through individual agent behaviors. It highlights the need for rigorous guidelines for ABM to promote its acceptance in top marketing journals, as current adoption is hindered by a lack of standardized practices. The paper also illustrates the application of these guidelines through an example of replicating the Bass model of innovation diffusion, showcasing the

Author

SILVIO SILVA MIRANDA FILHO

Language

EN