Model building in marketing: problems, developments and state of the art

Abstract

Examines some recent developments of the status of model building in marketing in the UK. Uses many examples from both the UK and the USA to emphasise developments, with Crawford, Koller and Little, with figures uses for extra emphasis. Investigates problems of modelling marketing processes and also recent development in marketing model building. Closes by discussing the present state of the art that involves literature and differences between the UK and USA in marketing and model building.

Citation

Fisher, R. and Hirst, M. (1972), "Model building in marketing: problems, developments and state of the art", European Journal of Marketing, Vol. 6 No. 2, pp. 80-86. https://doi.org/10.1108/EUM0000000005127