The paper stresses the need for modelling as a tool for structuring the complexities of the marketing environment so that marketing management can better utilise the data at their disposal as well as their knowledge. This will help in meeting the goals of the organisation. The paper further looks at some available models and their implementation and use.
Authors: Hans van den Anker, Danny A. Nijburg
June 15, 1988
Author: Ian D. Greig
June 15, 1998
- This could also be of interest