Interactive modelling and decision calculus on the World Wide Web

Date of publication: September 1, 1997


The paper suggests and illustrates a framework for interactive marketing model building on the Internet. It integrates the “decision calculus” model building philosophy. Graphical instruments to capture judgmental market response estimations from managers written in Java and Javascript language are introduced. The model that is being built deals with assessing return on customer investment for defensive marketing mix strategies and their intermediate effects on satisfaction, switching costs and market share.

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