Strategy - Examples and operation of marketing models from Anonymous: MarketingProfs Question 3941

Topic: Strategy

Examples And Operation Of Marketing Models

Posted by Anonymous on 11/9/2004 at 9:43 AM ET 250 Points

I'd like to know what marketing models are and how the are apllied. My area of interest is in mobile telecommunications.

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Posted by koen.h.pauwels on 11/9/2004 at 6:29 PM Member

Marketing models are mathematical representations of a marketing problem. They work by focusing on the major issues and relations between inputs (marketing actions such as the 4Ps and external factors) and outputs (e.g. market share, sales, profits). To the extent the modeled relations are correct (e.g. based on managerial judgement, experimental or historical data), the model predicts how the output measures will respond to proposed inputs.

You can find good examples in the 'Marketing Models' book: https://www.futuretoolkit.com/lilien.htm
and a discussion on my website:
https://mba.tuck.dartmouth.edu/pages/faculty/koen.pauwels/leadership.html
Posted by SRyan ;] on 11/10/2004 at 4:42 AM Accepted

Accenture published a case study about Alcatel and another about a French telecom that claims those companies are switching from mass-marketing to a "one-to-one" marketing model.

This academic paper (in a .pdf file) might be useful, too:
"A marketing model for mobile wireless services."
It's from a university in Singapore.

(Isn't Google an amazing thing?)
Posted by SRyan ;] on 11/10/2004 at 12:29 PM Member

Tope, my apologies for the broken link to the academic paper. Let me try again...

Try going to THIS page to read the summary. To the right of the paper's title (in a gray bar), there is a PDF icon that links you to the full paper.