Marketing Data, Models and Decisions
Intern. J. of Research in Marketing 17 2000. 203-208
6 Pages Posted: 15 Feb 2014
Date Written: 2000
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: Suggested Citation