A Framework for the Comparison of Marketing Models: A Delphi Study

• Main Authors: Montgomery, David B., Larreche, J.C.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 1977
• Subjects: Business
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/2318; https://proquest.umi.com/pqdlink?did=1176451&sid=4&Fmt=2&clientId=44274&RQT=309&VName=PQD
• Institution: Singapore Management University

Using a Delphi procedure that involved the participation of a group of experts in marketing modeling, a framework was developed for the comparison of marketing models. The framework is composed of 16 dimensions and related scales that were calibrated with 10 well-known models. It allows a user to analyze a marketing model on each of the dimensions by reference to the calibration models and should be particularly useful in comparing implementation aspects at the model design stage. A factor analysis of the dimensions revealed 2 types of dimensions, one of which is related to pragmatic simplicity and the other to long-run risk/return aspects of models. The second type was found to be associated more closely, on the whole, with an index of likelihood of acceptance of the models by marketing managers. The ten reference models chosen were: ADBUDG, AMSTUTZ, N.W. AYER, BRANDAID, CALLPLAN, DEMON, DETAILER, GEOLINE, MEDIAC, and SPRINTER III.