Titlebook: Building Models for Marketing Decisions; Peter S. H. Leeflang,Dick R. Wittink,Philippe A. N Book 2000 Springer Science+Business Media Dord

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Introductions have been developed to advance marketing knowledge and to aid management decision making. Several state-of-the-art textbooks review and discuss many of the models.1 This book is a revised version of Building Implementable Marketing Models (BIMM).2 BIMM was not positioned as a “state-of-the-art boo

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Implementation criteria with respect to model structuree should ideally satisfy in order to stand a good chance of being implemented. The likelihood of model acceptance depends also, as indicated in Chapter 4, on other criteria which have little or nothing to do with model structure. We consider those other criteria in Chapter 19.

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Specifying models according to level of demandh a classification is useful because model specification — both in terms of variables and mathematical form — can have features that are distinct for each of these three categories. In addition, we can distinguish models of individual- and aggregate demand, which we discuss in Section 9.1. Individua

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