Advertisement

Development of models for marketing decisions

  • Norbert Lloyd Enrick
Article
  • 50 Downloads

Abstract

Practical, useful marketing models are a function of the skill and ingenuity applied during their development. A good deal of creative art, within a framework of systematic, scientific procedure, goes into the building of new marketing models. In practice a marketing organization may do well to gain experience with off-the-shelf models and to proceed to specific, tailor-made projects gradually as experience and skills grow. guidelines for over-all programs and specific procedures in model building are provided and illustrated with examples.

Keywords

Marketing Model Building Market Area Marketing Decision Reasonable Answer 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Enrick, N. L. 1967. Management Planning. New York: McGraw Hill. 217 p.Google Scholar
  2. ——— 1967. Market and Sales Forecasting New York: Intext. 197 p.Google Scholar
  3. Kotler, Philip 1970. “Corporate Models: Better Marketing Plans.” Harvard Business Review (July) 135–149.Google Scholar
  4. ———. 1971. Marketing Decision Making: A Model Building Approach, New York: Holt, Rinehart & Winston. 720 p.Google Scholar
  5. Montgomery, David B. and Urban Glen L., eds. 1970. Application of Management Science in Marketing. Englewood Cliffs, N.J./480 p.Google Scholar
  6. Morris, William T. 1967. “On the Art of Modeling.” Management Science 12 (August) 707–717.Google Scholar
  7. Murdick, Robert G. ed. 1971. Mathematical Models in Marketing. New York: Intext. 293 p.Google Scholar
  8. Neter, John and Wasserman, William. 1974. Applied Linear Statistical Models. Homewood, Ill.: Irwin 842 p.Google Scholar
  9. Urban, L. and Karash, R. 1971. “Evolutionary Model Building.” Journal of Marketing Research 8 (Feb.) 62–66.CrossRefGoogle Scholar

Copyright information

© The Academy of Marketing Science 1974

Authors and Affiliations

  • Norbert Lloyd Enrick
    • 1
  1. 1.Kent State UniversityKent

Personalised recommendations