Marketing Data, Models and Decisions

Our comments about the paper by Leeflang and Wittink wInternat. J. Res. Marketing, 17 2000. 105x 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

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Year of publication:	2014
Authors:	Wedel, Michel
Other Persons:	Kamakura, Wagner A. (contributor) ; Bockenholt, Ulf (contributor)
Publisher:	[2014]: [S.l.] : SSRN
Subject:	Entscheidung \| Decision \| Marktforschung \| Market research \| Marketing \| Entscheidungstheorie \| Decision theory

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Extent:	1 Online-Ressource (6 p)
Type of publication:	Book / Working Paper
Language:	English
Notes:	In: Intern. J. of Research in Marketing 17 2000. 203-208 Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments 2000 erstellt
Source:	ECONIS - Online Catalogue of the ZBW

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