1,721,004 research outputs found
Models for marketing decisions: Postscriptum
No full textThe authors of the commentaries on Leeflang and Wittink [Internat. J. Res. Marketing 17 (2000) 105] have generated a welcome set of critical and constructive comments. The content of these papers varies enormously. Most papers advocate a specific perspective or methodology and, except for a few aspects, there is strikingly little commonality. In this postscriptum we categorize the comments, discuss points of contention in four broad areas, and offer a research agenda. (C) 2000 Elsevier Science B.V, All rights reserved
Building models for marketing decisions:Past, present and future
No full textWe review five eras of model building in marketing, with special emphasis on the fourth and the fifth eras, the present and the future. At many firms managers now routinely use model-based results for marketing decisions. Given an increasing number of successful applications, the demand for models that are suitable in other contexts will accelerate. At the same time the development of innovative modeling approaches pushes the practical use of models in new areas. The latter is especially critical in an environment that changes rapidly. We propose a perspective on the "new marketing" and suggest some contributions models can make in the twenty-first century. (C) 2000 Elsevier Science B.V. All rights reserved.</p
Models for marketing decisions:Postscriptum
No full textThe authors of the commentaries on Leeflang and Wittink [Internat. J. Res. Marketing 17 (2000) 105] have generated a welcome set of critical and constructive comments. The content of these papers varies enormously. Most papers advocate a specific perspective or methodology and, except for a few aspects, there is strikingly little commonality. In this postscriptum we categorize the comments, discuss points of contention in four broad areas, and offer a research agenda. (C) 2000 Elsevier Science B.V, All rights reserved.</p
PREDICTING ADVERTISING EXPENDITURES USING INTENTION SURVEYS
No full textIn this article we study the use of intention surveys to predict the effects of a possible entrant. The case under investigation deals with the introduction of private broadcasting in the Netherlands. Several predictions of the advertising expenditures in various media are given which depend on a number of scenarios. These scenarios are used to reduce the discrepancies between behavioural intentions and actual behaviour. The predictions of the most realistic scenario are compared with their realizations, and the differences are analyzed. To this end the prediction error is decomposed into an intention error and a sampling error. This decomposition offers good opportunities to analyze discrepancies between intentions and actual behaviour.</p
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