Philippe A Naert

(Author)

Building Implementable Marketing Models (Softcover Reprint of the Original 1st 1978)Paperback - Softcover Reprint of the Original 1st 1978, 31 May 1978

Building Implementable Marketing Models (Softcover Reprint of the Original 1st 1978)
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Print Length
418 pages
Language
English
Publisher
Springer
Date Published
31 May 1978
ISBN-10
9020706748
ISBN-13
9789020706741

Description

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.

Product Details

Authors:
Philippe A NaertPeter S H Leeflang
Book Edition:
Softcover Reprint of the Original 1st 1978
Book Format:
Paperback
Country of Origin:
US
Date Published:
31 May 1978
Dimensions:
21.59 x 13.97 x 2.18 cm
ISBN-10:
9020706748
ISBN-13:
9789020706741
Language:
English
Location:
New York, NY
Pages:
418
Publisher:
Weight:
485.34 gm

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