Building models for marketing decisions: past, present and future
Leeflang, Peter S.H. and Wittink, Dick R. (2000) Building models for marketing decisions: past, present and future. [Working Paper]. p. 44. Research Report (No. 00F20).
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We review five eras of model building in marketing, with special emphasis on the fourth and the fifth eras, the present and the future. At many firms managers now routinely use model-based results for marketing decisions. Given an increasing number of successful applications, the demand for models that are suitable in other contexts, will accelerate. At the same time the development of innovative modeling approaches pushes the practical use of models in new areas. The latter is especially critical in an environment that changes rapidly. We propose a perspective on the "new marketing" and suggest some contributions models can make in the twenty-first century.
|Item Type:||Report / Paper (Working Paper)|
|Research documents and activity classification:||Working Papers > Refereed Working Papers / of international relevance|
|Divisions:||Department of Business and Management|
|Additional Information:||The definitive version of the paper has been published in "International Journal of Research in Marketing", Volume 17, Issues 2-3, September 2000, Pages 105-126.|
|Uncontrolled Keywords:||Models; Implementation; Model-building process; New marketing.|
|MIUR Scientific Area:||Area 13 - Economics and Statistics > SECS-P/08 Corporate Finance|
|Deposited by:||Maria Teresa Nistico|
|Date Deposited:||06 Dec 2010 16:27|
|Last Modified:||21 Apr 2015 23:13|
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