Name: Building Implementable Marketing Models (en Inglés)
Price: 137.61 USD
Availability: InStock
Author: Naert, Philippe A. ; Leeflang, Peter S. H.
ISBN: 9789020706741

portada Building Implementable Marketing Models (en Inglés)

Formato

Libro Físico

Autor

Peter S. H. Leeflang

Philippe A. Naert

Editorial

Springer

Idioma

Inglés

N° páginas

418

Encuadernación

Tapa Blanda

Dimensiones

21.6 x 14.0 x 2.2 cm

Peso

0.49 kg.

ISBN13

9789020706741

Categorías

Marketing

Building Implementable Marketing Models (en Inglés)

Peter S. H. Leeflang (Autor) · Philippe A. Naert (Autor) · Springer · Tapa Blanda

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Reseña del libro "Building Implementable Marketing Models (en Inglés)"

The observation that many models are built but few are used has almost become a commonplace in the management science and operations research literature. Nevertheless, the statement remains to a large extent true today, also and perhaps even more so where marketing models are concerned. This led Philippe Naert, now about four years ago, to write a concept text of a few hundred pages on the subject of how to build imple- men table marketing models, that is, models that can and will be used. One of the readers of that early manuscript was Peter Leefiang. He made suggestions leading to a more consistent ordering of the material and pro- posed the addition of some topics and the expansion of others to make the book more self-contained. This resulted in a co-authorship and a revised version, which was written by Peter Leefiang and consisted of a reshuffling and an expansion of the original material by about fifty per cent. Several meetings between the co-authors produced further refinements in the text and the sequence of chapters and sections, after which Philippe Naert again totally reworked the whole text. This led to a new expansion, again by fifty per cent, of the second iteration. The third iteration also required the inclusion of a great deal of new literature indicating that the field is making fast progress and that implementation has become a major concern to marketing model builders.