Marketing data, models and decisions

Michel Wedel*, Wagner Kamakura, Ulf Böckenholt

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

29 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)203-208
Number of pages6
JournalInternational Journal of Research in Marketing
Volume17
Issue number2-3
DOIs
StatePublished - Sep 2000

Keywords

  • Hierarchical Bayes models
  • Integrated marketing models
  • Mixture models
  • Soft data
  • Transaction databases

ASJC Scopus subject areas

  • Marketing

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