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.
Research Papers
Small is beautiful
Catalogue: Seminar 1988: The Impact Of New User-Oriented Computer Facilities On Market Research
Authors: Hans van den Anker, Danny A. Nijburg
 
June 15, 1988
Research Papers
New product buying behaviour
Catalogue: Seminar 1981: Industrial Marketing Research
Author: David A. Yorke
 
October 1, 1981
Research Papers
Brand loyalty and equity
Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Author: Ian D. Greig
 
June 15, 1998
