Building Implementable Marketing Models

Naert, Philippe A.; Leeflang, Peter S. H.

doi:10.1007/978-1-4615-6586-4

Cited by 118 publications

(30 citation statements)

References 184 publications

(306 reference statements)

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“…This decision calculus should be (1) simple, (2) robust, (3) easy to control, (4) adaptive, (5) complete on important issues, and (6) easy to communicate. These and other issues have been addressed in great detail by Naert and Leeflang (1978). Other publications pay specific attention to issues such as robustness (e.g., Naert & Weverbergh, 1985) and adaptiveness (Foekens, Leeflang, & Wittink, 1999).…”

Section: Metric Example Publicationsmentioning

confidence: 97%

Paving the way for “distinguished marketing”

Leeflang

2011

International Journal of Research in Marketing

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Section: Metric Example Publicationsmentioning

confidence: 97%

Paving the way for “distinguished marketing”

Leeflang

2011

International Journal of Research in Marketing

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“…Equations (8) through (11) adopt a distribution suggested by Naert and Leeflang (1978) for modeling this type of situation. It is S-shaped for values of b greater than 1, as illustrated in Figure 3.…”

Section: Adjusting the Impact Of The Marketing Budgetmentioning

confidence: 99%

Incorporating Customer Lifetime Value Into Marketing Simulation Games

Cannon

Schwaiger³

2009

Simulation & Gaming

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Notwithstanding the emerging prominence of customer lifetime value (CLV) and customer equity (CE) in the marketing literature during the past decade, virtually nothing has been done to address these concepts in the literature on simulation and gaming. This article addresses the failing, discussing the nature of CLV and CE and demonstrating how they might be incorporated into marketing simulations.Keywords customer equity, customer lifetime value, marketing budget, marketing simulations, promotional budget, total enterprise simulations In 1983, Ted Levitt suggested that marketers must shift their focus from creating simple, one-time transactions to creating long-term customer relationships, built on a foundation of customer satisfaction. The relationship pays out in the form of an everbroadening array of products and services that might be sold to loyal customers. Assuming that it is easier to retain and service old customers than it is to win new ones, a company's customer base represents a type of asset-customer equity (CE), the value of which is captured in the discounted net present value of expected sales extending over the lifetime of the customer.

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“…Since quantitative internal validation reliability can not be assessed when only a small number of observations are available, the use of experts based external validation is essential (Wedel and Kamakura, 2000;Dubes, 1988, andNaert andLeeflang, 1978). In this work the use of expert knowledge is suggested for non quantitative external validation.…”

Section: The Role Of Expertsmentioning

confidence: 99%

Clustering supermarkets: the role of experts

Mendes

Cardoso²

2006

Journal of Retailing and Consumer Services

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Abstract:This work is part of a supermarket chain expansion study and is intended to cluster the existent outlets in order to support the evaluation of outlet performance and new outlet site location. To overcome the curse of dimensionality (a large number of attributes for a very small number of existing outlets) experts' knowledge is considered in the clustering process. Three alternative approaches are compared for this end, the experts being required to: 1-a priori: provide values for perceived dissimilarities between pairs of outlets; 2-a posteriori: evaluate results from alternative regression trees; 3-interactively: help to select base variables and evaluate results from alternative dendrograms. The later approach provided the best results according to the marketing experts.

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Building Implementable Marketing Models

Cited by 118 publications

References 184 publications

Paving the way for “distinguished marketing”

Paving the way for “distinguished marketing”

Incorporating Customer Lifetime Value Into Marketing Simulation Games

Clustering supermarkets: the role of experts

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