Model building in marketing: a review of the British literature

Abstract

Makes a timely assessment of the specifically British contribution in the field of marketing models, which provides a useful basis for further development. Reviews UK writing on models of market behaviour, advertising models, distribution models, pricing models and new‐product models. Makes a distinction between macro‐ and micro‐models: a macro‐model does not require information about individual units in the market, such as households: micro‐models need data about individual units, therefore require much more information. Concludes that the findings give valuable insight into consumer purchasing patterns – providing early prediction of future success or failure.

Citation

Fisher, R. and Hirst, M. (1972), "Model building in marketing: a review of the British literature", European Journal of Marketing, Vol. 6 No. 3, pp. 170-181. https://doi.org/10.1108/EUM0000000005137