Modeling Marketing Phenomena: A Managerial Perspective
Three aspects of the use of marketing models should be highlighted. First, marketing models are an aid to the decision maker, not a replacement. Marketing models often can help the manager make a better decision, but models do not make executive decisions by themselves. Second, marketing models have...
Saved in:
Main Authors: | , |
---|---|
Format: | text |
Language: | English |
Published: |
Institutional Knowledge at Singapore Management University
1973
|
Subjects: | |
Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/1602 |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Institution: | Singapore Management University |
Language: | English |
id |
sg-smu-ink.lkcsb_research-2601 |
---|---|
record_format |
dspace |
spelling |
sg-smu-ink.lkcsb_research-26012010-09-23T06:24:04Z Modeling Marketing Phenomena: A Managerial Perspective MONTGOMERY, David B. Weinberg, C.B. Three aspects of the use of marketing models should be highlighted. First, marketing models are an aid to the decision maker, not a replacement. Marketing models often can help the manager make a better decision, but models do not make executive decisions by themselves. Second, marketing models have come to a point in their evolution where they should be viewed by managers as useful tools, not as academic curiosities. In particular, a model-building approach known as decision calculus seems well suited to operational needs of managers, especially those who have not yet used models. Third, model building in marketing covers a broad range of activities and models can be useful to managers in many different ways. Two cautionary points must be made. First, successful models need to be custom fitted to organizations and management problems. This collection should be used only as a foundation and must be coupled with considerable work to apply a model-building approach. Second is a reminder that models are difficult to implement. 1973-01-01T08:00:00Z text https://ink.library.smu.edu.sg/lkcsb_research/1602 Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Business |
institution |
Singapore Management University |
building |
SMU Libraries |
continent |
Asia |
country |
Singapore Singapore |
content_provider |
SMU Libraries |
collection |
InK@SMU |
language |
English |
topic |
Business |
spellingShingle |
Business MONTGOMERY, David B. Weinberg, C.B. Modeling Marketing Phenomena: A Managerial Perspective |
description |
Three aspects of the use of marketing models should be highlighted. First, marketing models are an aid to the decision maker, not a replacement. Marketing models often can help the manager make a better decision, but models do not make executive decisions by themselves. Second, marketing models have come to a point in their evolution where they should be viewed by managers as useful tools, not as academic curiosities. In particular, a model-building approach known as decision calculus seems well suited to operational needs of managers, especially those who have not yet used models. Third, model building in marketing covers a broad range of activities and models can be useful to managers in many different ways. Two cautionary points must be made. First, successful models need to be custom fitted to organizations and management problems. This collection should be used only as a foundation and must be coupled with considerable work to apply a model-building approach. Second is a reminder that models are difficult to implement. |
format |
text |
author |
MONTGOMERY, David B. Weinberg, C.B. |
author_facet |
MONTGOMERY, David B. Weinberg, C.B. |
author_sort |
MONTGOMERY, David B. |
title |
Modeling Marketing Phenomena: A Managerial Perspective |
title_short |
Modeling Marketing Phenomena: A Managerial Perspective |
title_full |
Modeling Marketing Phenomena: A Managerial Perspective |
title_fullStr |
Modeling Marketing Phenomena: A Managerial Perspective |
title_full_unstemmed |
Modeling Marketing Phenomena: A Managerial Perspective |
title_sort |
modeling marketing phenomena: a managerial perspective |
publisher |
Institutional Knowledge at Singapore Management University |
publishDate |
1973 |
url |
https://ink.library.smu.edu.sg/lkcsb_research/1602 |
_version_ |
1770569956617879552 |