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Books > Business & Economics > Business & management > Sales & marketing
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Building Implementable Marketing Models (Paperback, Softcover reprint of the original 1st ed. 1978)
Loot Price: R2,879
Discovery Miles 28 790
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Building Implementable Marketing Models (Paperback, Softcover reprint of the original 1st ed. 1978)
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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."
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