Bridging the Academic–Practitioner Divide in Marketing Decision Models

2011 ◽  
Vol 75 (4) ◽  
pp. 196-210 ◽  
Author(s):  
Gary L. Lilien
Keyword(s):  
Decision Models ◽  
Marketing Decision

Judgment Based Marketing Decision Models: Problems and Possible Solutions

1981 ◽  
Vol 45 (4) ◽  
pp. 13-23 ◽  
Author(s):  
Dipankar Chakravarti ◽  
Andrew Mitchell ◽  
Richard Staelin
Keyword(s):  
Decision Making ◽  
Comparative Analysis ◽  
Laboratory Experiments ◽  
Field Studies ◽  
Decision Models ◽  
Future Research ◽  
Marketing Decision ◽  
Recent Laboratory

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.

Marketing Decision Models

1983 ◽  
Vol 20 (4) ◽  
pp. 452
Author(s):  
John M. McCann ◽  
Randall L. Schultz ◽  
Andris A. Zoltners
Keyword(s):  
Decision Models ◽  
Marketing Decision

Marketing decision models

1982 ◽  
Vol 11 (3) ◽  
pp. 300-302
Author(s):  
Berend Wierenga
Keyword(s):  
Decision Models ◽  
Marketing Decision

Commentary on “Judgment Based Marketing Decision Models”

1981 ◽  
Vol 45 (4) ◽  
pp. 24-29 ◽  
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.

Book Review: Marketing Decision Models

1983 ◽  
Vol 20 (4) ◽  
pp. 452-453
Author(s):  
John M. McCann
Keyword(s):  
Decision Models ◽  
Marketing Decision

scholarly journals Endogeneity in Marketing Decision Models

2004 ◽  
Vol 23 (1) ◽  
pp. 1-3 ◽  
Author(s):  
Steven M. Shugan
Keyword(s):  
Decision Models ◽  
Marketing Decision
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