Marketing data, models and decisions

Michel Wedel; Wagner Kamakura; Ulf Böckenholt

doi:10.1016/s0167-8116(00)00010-0

Marketing data, models and decisions

Michel Wedel^*, Wagner Kamakura, Ulf Böckenholt

^*Corresponding author for this work

Marketing

Research output: Contribution to journal › Article › peer-review

33 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 language	English (US)
Pages (from-to)	203-208
Number of pages	6
Journal	International Journal of Research in Marketing
Volume	17
Issue number	2-3
DOIs	https://doi.org/10.1016/s0167-8116(00)00010-0
State	Published - Sep 2000

Keywords

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

ASJC Scopus subject areas

Marketing

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10.1016/s0167-8116(00)00010-0

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AB - 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.

KW - Hierarchical Bayes models

KW - Integrated marketing models

KW - Mixture models

KW - Soft data

KW - Transaction databases

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Marketing data, models and decisions

Abstract

Keywords

ASJC Scopus subject areas

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