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Building Implementable Marketing Models

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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.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.8 NAE b

Penerbit

: Springer., 1978

Deskripsi Fisik

xii, 401 hal. ; 20,5 cm

Bahasa

English

ISBN/ISSN

90-207-0674-8

Klasifikasi

658.8

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

1

Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

Philippe A Naert ; Peter S. H Leeflang

Versi lain/terkait

Lampiran Berkas

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