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Building Implementable Marketing Models

  • Philippe A. Naert
  • Peter S. H. Leeflang
Book

Table of contents

  1. Front Matter
    Pages iii-xii
  2. Marketing models

    1. Front Matter
      Pages 1-1
    2. Philippe A. Naert, Peter S. H. Leeflang
      Pages 3-10
    3. Philippe A. Naert, Peter S. H. Leeflang
      Pages 11-20
    4. Philippe A. Naert, Peter S. H. Leeflang
      Pages 21-37
    5. Philippe A. Naert, Peter S. H. Leeflang
      Pages 39-47
  3. Building marketing models

    1. Front Matter
      Pages 49-49
    2. Philippe A. Naert, Peter S. H. Leeflang
      Pages 51-97
    3. Philippe A. Naert, Peter S. H. Leeflang
      Pages 99-118
    4. Philippe A. Naert, Peter S. H. Leeflang
      Pages 119-144
    5. Philippe A. Naert, Peter S. H. Leeflang
      Pages 145-161
    6. Philippe A. Naert, Peter S. H. Leeflang
      Pages 163-178
    7. Philippe A. Naert, Peter S. H. Leeflang
      Pages 179-204
    8. Philippe A. Naert, Peter S. H. Leeflang
      Pages 205-277
    9. Philippe A. Naert, Peter S. H. Leeflang
      Pages 279-318
  4. Building implementable marketing models

    1. Front Matter
      Pages 319-319
    2. Philippe A. Naert, Peter S. H. Leeflang
      Pages 321-352
    3. Philippe A. Naert, Peter S. H. Leeflang
      Pages 353-373
  5. Back Matter
    Pages 375-406

About this book

Introduction

The observation that many models are built but few are used has almost become a commonplace in the management science and operations research literature. Nevertheless, the statement remains to a large extent true today, also and perhaps even more so where marketing models are concerned. This led Philippe Naert, now about four years ago, to write a concept text of a few hundred pages on the subject of how to build imple­ men table marketing models, that is, models that can and will be used. One of the readers of that early manuscript was Peter Leefiang. He made suggestions leading to a more consistent ordering of the material and pro­ posed the addition of some topics and the expansion of others to make the book more self-contained. This resulted in a co-authorship and a revised version, which was written by Peter Leefiang and consisted of a reshuffling and an expansion of the original material by about fifty per cent. Several meetings between the co-authors produced further refinements in the text and the sequence of chapters and sections, after which Philippe Naert again totally reworked the whole text. This led to a new expansion, again by fifty per cent, of the second iteration. The third iteration also required the inclusion of a great deal of new literature indicating that the field is making fast progress and that implementation has become a major concern to marketing model builders.

Keywords

assessment brand consumer dynamics learning management management science marketing meeting modeling operations research probability research science and technology stochastic models

Authors and affiliations

  • Philippe A. Naert
    • 1
    • 2
  • Peter S. H. Leeflang
    • 3
  1. 1.USFIAUniversity of AntwerpBelgium
  2. 2.European Institute for Advanced Studies in ManagementBrusselsBelgium
  3. 3.Faculty of EconomicsUniversity of GroningenThe Netherlands

Bibliographic information