Abstract:

This paper presents the authors’ latest experience with their X-10-D model, a rate of change model. The authors find that what was initially a retrospective monitoring and testing tool is now primarily being used for ongoing measurement of the effects of alternative marketing and media strategies and tactics and used for setting planning and performance goals for the future. The authors are in the process of developing simulation capabilities which will allow managers to consider more alternatives and their likely outcomes before deciding on a strategy to implement.