UID:
almahu_9949198374302882
Format:
418 p.
,
online resource.
Edition:
1st ed. 1978.
ISBN:
9781461565864
Content:
The observation that many models are built but few are used has almost become a commonplace in the management science and operations research literature. Nevertheless, the statement remains to a large extent true today, also and perhaps even more so where marketing models are concerned. This led Philippe Naert, now about four years ago, to write a concept text of a few hundred pages on the subject of how to build imple men table marketing models, that is, models that can and will be used. One of the readers of that early manuscript was Peter Leefiang. He made suggestions leading to a more consistent ordering of the material and pro posed the addition of some topics and the expansion of others to make the book more self-contained. This resulted in a co-authorship and a revised version, which was written by Peter Leefiang and consisted of a reshuffling and an expansion of the original material by about fifty per cent. Several meetings between the co-authors produced further refinements in the text and the sequence of chapters and sections, after which Philippe Naert again totally reworked the whole text. This led to a new expansion, again by fifty per cent, of the second iteration. The third iteration also required the inclusion of a great deal of new literature indicating that the field is making fast progress and that implementation has become a major concern to marketing model builders.
Note:
I: Marketing Modelsl -- 1. Introduction -- 2. Classifying Models According to Their Degree of Explicitness -- 3 Benefits From Using Marketing Models -- 4. A Typology of Marketing Models -- II: Building Marketing Models -- 5. Elements of Model Building -- 6. Implementation Criteria with Respect to Model Structure -- 7. Specifying Models According to Intended Use -- 8. Specifying Models According to Different Levels of Demand -- 9. Specifying Models According to Amount of Behavioural Detail -- 10 Stochastic Consumer Behaviour Models -- 11. Parameterization -- 12. Validation -- III: Building Implementable Marketing Models -- 13. Determinants of Model Implementation -- 14. Some Cost-Benefit Considerations in Marketing Model Building -- Author Index.
In:
Springer Nature eBook
Additional Edition:
Printed edition: ISBN 9789020706741
Additional Edition:
Printed edition: ISBN 9789020708653
Additional Edition:
Printed edition: ISBN 9781461565871
Language:
English
DOI:
10.1007/978-1-4615-6586-4
URL:
https://doi.org/10.1007/978-1-4615-6586-4
URL:
Volltext
(URL des Erstveröffentlichers)
