The Past, the Present and the Future of Marketing Decision Models

Introduction to the Handbook
  • Berend Wierenga
Part of the International Series in Operations Research & Management Science book series (ISOR, volume 121)


The idea that marketing decisions can be supported with analytical, mathematical models took off in the sixties of the last century. Before that time, marketing decisions were mainly based on judgment and experience. This does not mean that there was no marketing analysis. For example, in the United Stated, by 1960 systematic marketing research was already more than 50 years old. But the emphasis was much more on collecting facts than on analyzing these facts in a way that is helpful for executive decision making (Alderson 1962).

In the first half of the 1960s, change was in the air. Within a short time interval, three books on marketing models were published by prominent marketing academics: Bass et al. (1961), Frank et al. (1962), and Buzzel (1964). These books introduced the concept of marketing models, discussed their advantages, and gave examples of how marketing models can be implemented and used in marketing domains such as advertising, media planning, pricing,...


Decision Model Customer Relationship Management Conjoint Analysis Individual Customer Customer Lifetime Value 
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Copyright information

© Springer Science+Business Media, LLC 2008

Authors and Affiliations

  1. 1.RSM Erasmus UniversityRotterdamThe Netherlands

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