The intersection of modelling potential and practice

Abstract This paper sets up a framework of the environment in which marketing modelling applications take place. It examines the grist to the mill of marketing modelling (marketplace consumer behaviour) and the avowed users of its output (practising managers). From this, it establishes the desirable features of effective marketing models, evaluates our performance as modellers, and suggests ways in which we need to go in the future, both to improve our success in the current environment and to ensure success in future ones. In doing so, the paper critiques and builds on the work of Leeflang and Wittink [Internat. J. Res. Marketing 17 (2000) 105].

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