haku: @author Leeflang, P.S.H. / yhteensä: 10
viite: 3 / 10
| Tekijä: | Leeflang, P.S.H. Wittink, D.R. |
| Otsikko: | Building models for marketing decisions: past, present and future |
| Lehti: | International Journal of Research in Marketing
2000 : SEP, VOL. 17:2-3, p. 105-126 |
| Asiasana: | DECISION MAKING MARKETING MODELS |
| Kieli: | eng |
| Tiivistelmä: | The authors 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 applicatios, 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 eras. |
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