Marketing Data, Models and Decisions

Intern. J. of Research in Marketing 17 2000. 203-208

6 Pages Posted: 15 Feb 2014

See all articles by Michel Wedel

Michel Wedel

University of Maryland - Robert H. Smith School of Business, Marketing Department; University of Groningen - Faculty of Economics and Business

Wagner A. Kamakura

Rice University

Ulf Bockenholt

Northwestern University

Date Written: 2000

Abstract

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.

Keywords: Mixture models, Hierarchical Bayes models, Soft data, Transaction databases, Integrated marketing models

Suggested Citation

Wedel, Michel and Kamakura, Wagner A. and Bockenholt, Ulf, Marketing Data, Models and Decisions (2000). Intern. J. of Research in Marketing 17 2000. 203-208. Available at SSRN: https://ssrn.com/abstract=2395394

Michel Wedel (Contact Author)

University of Maryland - Robert H. Smith School of Business, Marketing Department ( email )

College Park, MD 20742
United States
301.405.2162 (Phone)
301.405.0146 (Fax)

HOME PAGE: http://www.rhsmith.umd.edu/marketing/faculty/wedel.html

University of Groningen - Faculty of Economics and Business ( email )

Postbus 72
9700 AB Groningen
Netherlands

Wagner A. Kamakura

Rice University ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States
(713) 348-6307 (Phone)

Ulf Bockenholt

Northwestern University ( email )

2001 Sheridan Road
Evanston, IL 60208
United States

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