The diffusion of new products has been a central topic in agent-based modeling (ABM) within marketing science. The Bass model [13] serves as a foundational framework for diffusion models in this field [111, 123]. Following the tradition of the Bass model, the agent-based diffusion modeling approach developed by Goldenberg et al. [57] made a significant initial contribution to the field. In this book, it will henceforth be referred to as the GLM model. This chapter provides an overview of these models and discusses their extensions, with a particular focus on incorporating complex network structures.