论文信息 - Comment on Leeflang and Wittink

Comment on Leeflang and Wittink

Abstract While I agree with much of the Leeflang and Wittink article [Internat. J. Res. Marketing 17 (2000) 105], I feel that the marketing modeling “industry” is not as mature as they believe. In my opinion, (1) the models are not standardized due to the lack of cumulative knowledge-building, (2) the penetration of models into actual use is somewhat overstated, (3) there is still much we do not know about marketing phenomena, and (4) marketing is still a borrower rather than a creator of new methods and models. The increased amount of data becoming available makes the future of marketing modeling very bright.

Russell S. Winer | R. Winer

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