Impact of types of functional relationships, decisions, and solutions on the applicability of marketing models

  • Albers S
  • 31

    Readers

    Mendeley users who have this article in their library.
  • 11

    Citations

    Citations of this article.

Abstract

I want to complement the review by Leeflang and Wittink wInternat. J. Res. Marketing 17 Ž2000. 105x by investigating the impact different marketing models have on actual decision-making. Consumer products companies do not frequently apply optimization models because the profit improvements of the determination of the optimal leÕel of a variable like price or advertising budget are small and heavily depend on hardly predictable competitive reactions. Models are more often applied for the differentiation of product attributes or prices to serve the needs of different segments, and the allocation of a budget or effort across customers. The most influential modeling tool is spreadsheet software like Microsoft Excel and the add-in Solver.

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document

Authors

  • Sönke Albers

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free