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 b...

In this paper, quantitative models for direct marketing models are reviewed from a systems perspective. A systems view consists of input, processing, and output and the six key activities of direct marketing that take place within these constituent parts. A discussion about inputs for direct marketing models is provided by describing the various types of data used, by determining the significan...

the study has been done regarding the systematic approach (including: input, process, output and feedback). initially a list of factors has been recognized through surveying the secondary resources and existing models. then the factors are summarized and completed. finally 30 factors are identified as composing factors of enterprises' marketing. these factors have been matched with the sys...

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...

Despite popular belief, the marketing discipline was an offshoot of economics (Bartels 1951, Sheth et al. 1988). Early researchers, often educated in economics, felt economics was preoccupied with variables such as prices and costs. They focused on other variables. They also investigated marketing as a productive activity (i.e., adding value) by adopting different sets of assumptions other than...

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. ...

T are many critical concerns (including the accounting for endogeneity) when one is properly estimating response functions. However, it is sometimes (certainly not always) better to leave some variables exogenous when building mathematical models intended to help decision makers. The exogenous variables allow the decision maker to better adapt the mathematical model to different situations and ...