The marketing decision models field has produced many striking developments that have
had a dramatic impact on practice. However, the field has produced orders of magnitude …

We are very pleased to present this second edition of the Handbook of Marketing Decision
Models. The field of marketing decision models is in a permanent state of development and …

Firms spend a significant part of their marketing budgets on sales promotions. Since the
impact of promotions on sales is usually immediate and strong, promotions are attractive to …

Over the last 10 years or so, theoretical modeling has rapidly become an important style of
research in marketing. To many people, however, this style is still a mystery. This article is an …

We review five eras of model building in marketing, with special emphasis on the fourth and
the fifth eras, the present and the future. At many firms managers now routinely use model …

The marketing domain has grown increasingly rich with data, frameworks, and analyses that
enable marketers to craft and execute effective strategies, but they simultaneously represent …

This book is about marketing models and the process of model building. Our primary focus is
on models that can be used by managers to support marketing decisions. It has long been …

Marketing is an applied science that tries to explain and influence how firms and consumers
behave in markets. Marketing models are usually applications of standard economic …

How do consumers make decisions? This question is at the core of much of marketing
examination over the past 60 or 70 years. As marketers manipulate the various principles of …

Our comments about the paper by Leeflang and Wittink [Internat. J. Res. Marketing, 17
(2000) 105] comprise of two components: first, we address two issues on which we disagree …