Analysing Retailing Opportunities And Threats Using Agent-Based Simulation
نویسنده
چکیده
Kotler and Caslione have recently published a new book Chaotics which stresses the importance of scenario analysis in marketing, especially in turbulent times. The goal of this paper is to show how an agent-based simulator could be practically used as a valuable supporting tool for the marketing analysis of opportunities and threats on retail markets.
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