Development of models for marketing decisions

  • Norbert Lloyd Enrick


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.


Marketing Model Building Market Area Marketing Decision Reasonable Answer 
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Copyright information

© The Academy of Marketing Science 1974

Authors and Affiliations

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

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