Integrating Enterprise Models and Models for Marketing Analysis

Abstract

We present an experiment in modelling and analysis of an application domain: competitive manufacturing. The result is a unique formal model which combines previously separate models for marketing (competition) and enterprises (coordination). In particular, we capture formally the marketing mix: product, price, place and promotion, and its effect on the sale of the enterprise. The model is built in stages: market without marketing, marketing without limits and marketing under limited resources. Analysis includes justifying abstraction, down to two enterprises competing for a single consumer.