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.
Keywords
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
Publisher
:MCB UP Ltd
Copyright © 1972, MCB UP Limited