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The field of marketing decision models emerged about fifty years ago. In the beginning, optimization techniques from the field of Operations Research (OR) were dominant, but soon, the modeling of marketing phenomena and marketing problems became interesting in itself, irrespective of whether they could be solved with a known OR technique. The field of marketing models developed its own identity and became an important academic field (Wierenga 2008b). Somewhat later the term "Marketing science" became in vogue, as a close synonym to marketing models. In this current, first decade of the new Millennium, the field of marketing science is in excellent shape with booming journals and exponentially growing numbers of publications.
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