Building Implementable Marketing Models
The observation that many models are built but few are used has almost become a commonplace in the management science and operations research literature. Nevertheless, the statement remains to a large extent true today, also and perhaps even more so where
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PHILIPPE A. NAERT USFIA, University of Antwerp, and European Institute for Advanced Studies in Management, Brussels, Belgium
and
PETER S. H. LEEFLANG Faculty of Economics, University of Groningen, the Netherlands
tJJartinus §Vijhoff Social Sciences Division GLeiden IGfJoston 1978
Distributors for North America Kluwer Boston Inc. 160 Old Derby Street, Hingham, MA, U.S.A.
ISBN-I3: 978-90-207-0674-1
e-ISBN-I3: 978-1-4615-6586-4
DOl: 10.1007/978-1-4615-6586-4 © 1978 by H. E. Stenfert Kroese B. V. No part of this book may be reproduced in any form, by print, photoprint, microfilm or any other means, without written permission from the publisher.
by Intercontinental Graphics Dordrecht Typeset by Interprint (Malta) Ltd 207. 0436. 2
To our daughters Suzy M. Naert and Barbara C. Leeflang
Preface The observation that many models are built but few are used has almost become a commonplace in the management science and operations research literature. Nevertheless, the statement remains to a large extent true today, also and perhaps even more so where marketing models are concerned. This led Philippe Naert, now about four years ago, to write a concept text of a few hundred pages on the subject of how to build implemen table marketing models, that is, models that can and will be used. One of the readers of that early manuscript was Peter Leefiang. He made suggestions leading to a more consistent ordering of the material and proposed the addition of some topics and the expansion of others to make the book more self-contained. This resulted in a co-authorship and a revised version, which was written by Peter Leefiang and consisted of a reshuffling and an expansion of the original material by about fifty per cent. Several meetings between the co-authors produced further refinements in the text and the sequence of chapters and sections, after which Philippe Naert again totally reworked the whole text. This led to a new expansion, again by fifty per cent, of the second iteration. The third iteration also required the inclusion of a great deal of new literature indicating that the field is making fast progress and that implementation has become a major concern to marketing model builders. This new material related, among other things, to subjective estimation and issues concerning the likelihood of implementation. The book is intended for use in models (or management science) in marketing courses both at the graduate and advanced undergraduate level. The material will normally be supplemented by an in-depth study of some specific models from a book of readings or from periodicals. Parts of the text can also be assigned in advanced marketing management courses or marketing research courses. The book is further intended for practitioners, both marketing managers and marketing model builders. The main message of the text requires little background in mathematics. Some elementary knowledge of calculus and statistics will, of course, greatly facilitate full understanding of a number of the examples. Parts of Chapters 11 and 12
