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Models for marketing decisions in the future

  • Peter S. H. Leeflang
  • Dick R. Wittink
  • Michel Wedel
  • Philippe A. Naert
Part of the International Series in Quantitative Marketing book series (ISQM, volume 9)

Abstract

In this chapter we concentrate on developments that may influence the nature of model building and the use of models for marketing decisions in the future. In Section 21.1 we give examples of recent changes in the practice of model building and in the nature of academic research.

Keywords

Customer Satisfaction Brand Equity Purchase Behavior Marketing Program Household Data 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer Science+Business Media Dordrecht 2000

Authors and Affiliations

  • Peter S. H. Leeflang
    • 1
  • Dick R. Wittink
    • 1
    • 2
  • Michel Wedel
    • 1
  • Philippe A. Naert
    • 3
  1. 1.University of GroningenThe Netherlands
  2. 2.Yale School of ManagementUSA
  3. 3.Tilburg UniversityThe Netherlands

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