Abstract:

Our objective is to expose and evaluate a particular class of simulation models, on which we have been working for some years and with which we have arrived at operational applications. To keep within the conceptual framework we have drawn, we shall define this class of models by the criteria: - micro-analytic; - behavioural. The objective of these models being to forecast the effects of marketing strategies elaborated by the user, these models are predictive and not normative. Then we shall try to evaluate the specific contribution of the micro-analytic and behavioural models to the practice of marketing.