Some thoughts on the future of marketing models

Date of publication: September 1, 1976


The purpose of this paper is to critically examine the above four distinct attributes of marketing models from the perspective of model building activities in social sciences, and to examine what contributions the consumer theory has made in building better marketing models. In the process, we will examine the crucial question as to whether consumer theory is sufficiently developed to be modelable and useful to marketing management.

Jagdish N. Sheth


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