Building Implementable Marketing Models by Philippe A. Naert, Peter S.H. Leeflang

By Philippe A. Naert, Peter S.H. Leeflang

The commentary that many versions are equipped yet few are used has nearly turn into a normal within the administration technological know-how and operations study literature. however, the assertion is still to a wide quantity actual at the present time, additionally and even perhaps extra so the place advertising and marketing types are involved. This led Philippe Naert, now approximately 4 years in the past, to write down an idea textual content of some hundred pages just about tips to construct imple­ males desk advertising versions, that's, types which could and may be used. one of many readers of that early manuscript used to be Peter Leefiang. He made feedback resulting in a extra constant ordering of the fabric and professional­ posed the addition of a few themes and the growth of others to make the e-book extra self-contained. This led to a co-authorship and a revised model, which used to be written via Peter Leefiang and consisted of a reshuffling and a diffusion of the unique fabric by means of approximately fifty consistent with cent. a number of conferences among the co-authors produced extra refinements within the textual content and the series of chapters and sections, and then Philippe Naert back completely transformed the entire textual content. This ended in a brand new enlargement, back by way of fifty in line with cent, of the second one new release. The 3rd new release additionally required the inclusion of loads of new literature indicating that the sector is making quickly growth and that implementation has turn into an immense quandary to advertising version builders.

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21 and to Bass (1969a) who applied this in a marketing context. Bass does not, however, indicate how his parameter restrictions were arrived at. It should be clear that Ehrenberg'S work should be considered a major contribution when imposing such a priori restrictions. 20. For some examples of these 'laws', see Ehrenberg (1966, 1968, 1972). 2. 21. The quote is taken from Bass (1969a, p. 292). KNOWLEDGE OF MARKETING 31 It is useful to take a more careful look at what Ehrenberg exactly means by a non-approach to model building.

Relative to the total number of units of the product class, in which case the demand model becomes a market share model. e. brand sales summed over all brands). For example, we can refer to total sales of cigarettes in period t, to sales of, say, Lucky Strike in the same period, the ratio of the latter over the former being Lucky Strike's market share in period t. It is possible that two of those three types of demand models are part of one more complex model. For example, to describe, explain and predict sales of a brand, one will often develop a product class sales model in combination with a market share model.

First, the typologies presented here are not unique. For example, Leeflang (1974, p. 15)12 uses a classification in consumer behaviour models, response 9. See also MacLachlan (1972). 10. For a more elaborate discussion, we refer to Leeflang (1974, Chapter 7), and Naert and Bultez (1975). 11. For recent developments on micro-analytic simulation models, see, for example, Faivre and Sanchez (1975). 12. See also Leeflang and Koerts (1975). BEHAVIOURAL DETAIL 47 models, and policy models. In this book, we only introduced classifications which serve us later on.

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