Resource title

Commentary on Peter Leeflang and Dick Wittink's "Building models for marketing decisions: past, present and future"

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image for OpenScout resource :: Commentary on Peter Leeflang and Dick Wittink's "Building models for marketing decisions: past, present and future"

Resource description

This paper complements the Leeflang and Wittink (2000) paper by reflecting on two substantive directions that could benefit from future modeling efforts: strategic marketing models and international marketing models. The author identifies and discusses some aspects of these fields that require particular attention.

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Resource language

en

Resource content type

application/pdf

Resource resource URL

http://flora.insead.edu/fichiersti_wp/inseadwp2000/2000-56.pdf

Resource license

Copyright INSEAD. All rights reserved