A Framework for the Comparison of Marketing Models: A Delphi Study
Publication Type
Journal Article
Publication Date
1977
Abstract
Using a Delphi procedure that involved the participation of a group of experts in marketing modeling, a framework was developed for the comparison of marketing models. The framework is composed of 16 dimensions and related scales that were calibrated with 10 well-known models. It allows a user to analyze a marketing model on each of the dimensions by reference to the calibration models and should be particularly useful in comparing implementation aspects at the model design stage. A factor analysis of the dimensions revealed 2 types of dimensions, one of which is related to pragmatic simplicity and the other to long-run risk/return aspects of models. The second type was found to be associated more closely, on the whole, with an index of likelihood of acceptance of the models by marketing managers. The ten reference models chosen were: ADBUDG, AMSTUTZ, N.W. AYER, BRANDAID, CALLPLAN, DEMON, DETAILER, GEOLINE, MEDIAC, and SPRINTER III.
Discipline
Business
Research Areas
Marketing
Publication
Journal of Marketing Research
Volume
14
Issue
4
First Page
487
Last Page
498
ISSN
0022-2437
Identifier
10.2307/3151189
Citation
Montgomery, David B. and Larreche, J.C..
A Framework for the Comparison of Marketing Models: A Delphi Study. (1977). Journal of Marketing Research. 14, (4), 487-498.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/2318
Additional URL
https://doi.org/10.2307/3151189