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.
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Enrick, N.L. Development of models for marketing decisions. JAMS 2, 465–477 (1974). https://doi.org/10.1007/BF02729390
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DOI: https://doi.org/10.1007/BF02729390