A Framework for the Comparison of Marketing Models: A Delphi Study-Reference-Cited by-同舟云学术

A Framework for the Comparison of Marketing Models: A Delphi Study

Published:1977-11 Issue:4 Volume:14 Page:487-498
ISSN:0022-2437
Container-title:Journal of Marketing Research
language:en
Short-container-title:Journal of Marketing Research

Author:

Larréché Jean-Claude¹,Montgomery David B.²

Affiliation:

1. INSEAD/CEDEP, Fontainebleau, France.

2. Graduate School of Business, Stanford University.

Abstract

A Delphi procedure is used to develop and calibrate dimensions of marketing models which may be expected to relate to the likelihood that a marketing model will be accepted by marketing managers. The resulting framework, calibrated with 10 reference models over four Delphi iterations, is used to analyze four additional models.

Publisher

SAGE Publications

Subject

Marketing,Economics and Econometrics,Business and International Management

Link

http://journals.sagepub.com/doi/pdf/10.1177/002224377701400406

Reference24 articles.

1. BrodyE., PringleL., and WachsterR. “A Mathematical Model to Guide the Introduction of a New Brand (NEWS).” New York: BBDO mimeographed paper.

2. Prediction of New Product Performance: An Analytical Approach

3. DalkeyN. C. “The Delphi Method: An Experimental Study of Group Opinion.” Santa Monica, California: Rand, RM-5888-PR, June 1969.

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