The view of this book is that there are essentially three purposes for modeling in marketing: measuring marketing actions and outcomes, developing operational s

Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technol

This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decision

Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technol

Modern business practice, especially in the field of marketing, depends on the integration of creative and analytical thinking. One of the tools in this process