Building Implementable Marketing Models

1. Front Matter

   Pages iii-xii

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2. Marketing models

   1. Front Matter

      Pages 1-1

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   2. Introduction

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

      Pages 3-10

   3. Classifying marketing models according to their degree of explicitness

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

      Pages 11-20

   4. Benefits from using marketing models

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

      Pages 21-37

   5. A typology of marketing models

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

      Pages 39-47

3. Building marketing models

   1. Front Matter

      Pages 49-49

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   2. Elements of model building

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

      Pages 51-97

   3. Implementation criteria with respect to model structure

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

      Pages 99-118

   4. Specifying models according to intended use

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

      Pages 119-144

   5. Specifying models according to different levels of demand

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

      Pages 145-161

   6. Specifying models according to amount of behavioural detail

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

      Pages 163-178

   7. Stochastic consumer behaviour models

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

      Pages 179-204

   8. Parameterization

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

      Pages 205-277

   9. Validation

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

      Pages 279-318

4. Building implementable marketing models

   1. Front Matter

      Pages 319-319

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   2. Determinants of model implementation

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

      Pages 321-352

   3. Some cost-benefit considerations in marketing model building

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

      Pages 353-373

5. Back Matter

   Pages 375-406

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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.

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

• USFIA, University of Antwerp, Belgium

  Philippe A. Naert

• European Institute for Advanced Studies in Management, Brussels, Belgium

  Philippe A. Naert

• Faculty of Economics, University of Groningen, The Netherlands

  Peter S. H. Leeflang

Philippe A. Naert (1945) is the Dean of TIAS Business School and Professor of Marketing, Tilburg University, The Netherlands. Peter S.H. Leeflang (1946) is Professor of Marketing at the Department of Economics at the University of Groningen, The Netherlands, and member of the Royal Netherlands Academy of Arts and Sciences.

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