The market environment is changing rapidly. Prior to scanner data, ACNielsen, the major supplier of information on brand performances, said its business was to provide the score but not to explain or predict it. Now, model-based insights are not only demanded by managers, but can also be...

I: Marketing Modelsl -- 1. Introduction -- 2. Classifying Models According to Their Degree of Explicitness -- 3 Benefits From Using Marketing Models -- 4. A Typology of Marketing Models -- II: Building Marketing Models -- 5. Elements of Model Building -- 6. Implementation Criteria with Respect...