This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decision

With advances in information technology and expertise in modeling, IRI introduced model-based services in the US that explain and predict essential parts of the

The view of this book is that there are essentially three purposes for modeling in marketing: measuring marketing actions and outcomes, developing operational s

Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technol

Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technol