Development of models for marketing decisions |
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Authors: | Norbert Lloyd Enrick PhD |
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Institution: | (1) Kent State University, Kent, Ohio |
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Abstract: | Practical, useful marketing models are a function of the skill and ingenuity applied during their development. A good deal
of creative art, within a framework of systematic, scientific procedure, goes into the building of new marketing models. In
practice a marketing organization may do well to gain experience with off-the-shelf models and to proceed to specific, tailor-made
projects gradually as experience and skills grow. guidelines for over-all programs and specific procedures in model building
are provided and illustrated with examples. |
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Keywords: | |
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