Modeled to bits: Decision models for the digital, networked economy

Research output: Contribution to journalArticle

10 Scopus citations

Abstract

Leeflang and Wittink [Internat. J. Res. Marketing 17 (2000) 105] sketch a future for marketing modeling that differs primarily in scale and scope from today's environment. We have a different vision: the digital networked economy will induce significant structural changes in (a) how models are developed and deployed, (b) who uses marketing models, and (c) what types of models are developed. To be successful, marketing modelers must adapt by gaining a better understanding of the role of marketing modeling in the new environment and by learning how to use emerging information technologies (IT) for developing, deploying, and validating marketing models.

Original languageEnglish (US)
Pages (from-to)227-235
Number of pages9
JournalInternational Journal of Research in Marketing
Volume17
Issue number2-3
DOIs
StatePublished - Sep 2000

All Science Journal Classification (ASJC) codes

  • Marketing

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