Modeled to bits: Decision models for the digital, networked economy
نویسنده
چکیده
Leeflang and Wittink [Internal. 1. Res. Marketing 17 (2000) 1051 sketch a future for marketing modeling that differs primarily in scale and scope from today's environment. We have a different vision: the digital networked economy will induce significant structural changes in (a) how models are developed and deployed (b) who uses marketing models, and (c) what types of models are developed. To be successful, marketing modelers must adapt by gaining a better understanding of the role of marketing modeling in the new environment and by learning how to use emerging information technologies (IT) for developing, deploying, and validating marketing models. Q2000 Elsevier Science B.V. All rights resewed.
منابع مشابه
Modeled to Bits: Decision Models for the Digital, Networked Economy Published as "Modeled to Bits: Decision Models for the Digital, Networked Economy." Commentary on "Building Models for Marketing Decisions: Past, Present and Future" by
Leeflang and Wittink (2000) sketch a future for marketing modeling that differs primarily in scale and scope from today’s environment. We have a different vision: the digital networked economy will induce significant structural changes in (a) how models are developed and deployed, (b) who uses marketing models, and (c) what types of models are developed. To be successful, marketing modelers mus...
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