Marketing data, models and decisions
نویسندگان
چکیده
w Ž . x 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 with Leeflang and Wittink: soft versus hard data, and individual-level versus segment-level models. Secondly, we supplement their paper by attempting to predict how marketing model building will change in the future. q 2000 Elsevier Science B.V. All rights reserved.
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