Implementation of marketing models

Date of publication: September 1, 1978

Abstract:

In efforts to improve "the return on capital invested in market and social research" models can play an important role. To this end models have to be built which can and will be used in private industry or in the public sector, that is, implementable models should be developed. In this paper we consider determinants of model implementation, i.e. the factors or dimensions that will contribute to the likelihood of implementation. These dimensions are put into three categories: 1.model-related dimensions; 2. organization-related dimensions; 3. implementation strategy dimensions. Chances of implementation of marketing models will be improved when these dimensions are carefully taken into account in all steps of the model building process. In order to contribute to these improvements, this process and the determinants of model implementation are summarised and discussed in this paper.

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