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Modelling

Date of publication: January 25, 1984

Catalogue: Seminar 1984: Market Research And M.M.I.S.

Author: Danny A. Nijburg

Abstract:

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.

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