Handbook of Marketing Decision Models

This paper presents a comparative analysis of the findings of two field studies and three recent laboratory experiments that assessed the efficacy of judgment based models in aiding marketing decision making. This analysis indicates factors that may affect the effectiveness of these models. The implications of the findings for users of judgment based marketing decision models as well as model builders are discussed, and suggestions are made for future research to improve the models’ effectiveness.

Download Full-text

Marketing decision models, the state of the art, needs and opportunities for research, trends and developments

Papers of the 8th DGOR Annual Meeting / Vorträge der 8. DGOR Jahrestagung ◽

10.1007/978-3-642-99749-5_74 ◽

1979 ◽

pp. 497-518

Author(s):

P. S. H. Leeflang ◽

P. A. Naert

Keyword(s):

State Of The Art ◽

Research Trends ◽

The State ◽

Decision Models ◽

Marketing Decision

Download Full-text

Marketing Decision Models

Journal of Marketing Research ◽

10.2307/3151456 ◽

1983 ◽

Vol 20 (4) ◽

pp. 452

Author(s):

John M. McCann ◽

Randall L. Schultz ◽

Andris A. Zoltners

Keyword(s):

Decision Models ◽

Marketing Decision

Download Full-text

Marketing decision models

European Journal of Operational Research ◽

10.1016/0377-2217(82)90257-0 ◽

1982 ◽

Vol 11 (3) ◽

pp. 300-302

Author(s):

Berend Wierenga

Keyword(s):

Decision Models ◽

Marketing Decision

Download Full-text

Commentary on “Judgment Based Marketing Decision Models”

Journal of Marketing ◽

10.1177/002224298104500403 ◽

1981 ◽

Vol 45 (4) ◽

pp. 24-29 ◽

Cited By ~ 9

Author(s):

John D. C. Little ◽

Leonard M. Lodish

Keyword(s):

Time Series ◽

Field Experience ◽

Information Sources ◽

Decision Models ◽

Model Parameters ◽

Detailed Knowledge ◽

Negative Effects ◽

Marketing Decision ◽

Decision Calculus ◽

Laboratory Task

Chakravarti, Mitchell, and Staelin (CMS) draw a number of conclusions about judgment based models that agree with our field experience. However, we question whether their experiments form an adequate basis for ascribing negative effects to decision calculus models. A key part of the laboratory task is to estimate five model parameters, given between six and 18 observations of a share-advertising time series and no further market information. By contrast, in our field experience a major advantage of decision calculus models is that managers base their calibrations on multiple information sources and detailed knowledge of market and consumer behavior.

Download Full-text