Abstract:
Philips pursue a policy of systematically evaluating new methodology for improving the Company's marketing decisions. Marketing models of several types have been developed, especially using regression techniques on time series data. However, ranch methods are limited by the availability of data and do not always give marketing management sufficient flexibility to test out the consequences of alternative marketing strategies. The development of methodology for the micro-behavioural, simulation of consumer choice-making seemed to provide the potential for improving the Company's ability to understand its marketing effort.
Research Papers
Brand choice modelling
Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Author: Ian D. Greig
 
June 15, 1998
Research Papers
An assessment of micro-behavioural modelling and its cost effectiveness
Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: M. M. Blackston, J. A. Lunn
 
September 1, 1978
Research Papers
The role of the threshold model in the assessment of belief importance and in consumer information processing
Catalogue: Seminar 1975: Market Modelling
Authors: Tony Lunn, David Beazley
 
June 1, 1975
