Building models for marketing decisions: past, present and future

Article Abstract:

A perspective into the current state of marketing modelling and its future direction is presented.

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Models for marketing decisions: postscriptum

Article Abstract:

Some perspectives on marketing modeling are discussed.

Research, Marketing, Marketing models

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Competitive reaction versus consumer response: Do managers overreact?

Article Abstract:

Predictions from economic theory reflect that competitive reactions are at least partially based on consumer response effects. An examination of competitive reaction elasticities and cross- and own-market share elasticities shows that there may be organizational, human resource, informational and psychological elements that contribute to overreaction. Managerial overreaction is more likely to occur if the marketplace data are of lower quality, if consumer response effects are not estimated and if the competitive structure is more difficult to delineate.

Management, Competition (Economics), Executives, Market share

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