Building Implementable Marketing Models

I: Marketing Modelsl -- 1. Introduction -- 2. Classifying Models According to Their Degree of Explicitness -- 3 Benefits From Using Marketing Models -- 4. A Typology of Marketing Models -- II: Building Marketing Models -- 5. Elements of Model Building -- 6. Implementation Criteria with Respect to Model Structure -- 7. Specifying Models According to Intended Use -- 8. Specifying Models According to Different Levels of Demand -- 9. Specifying Models According to Amount of Behavioural Detail -- 10 Stochastic Consumer Behaviour Models -- 11. Parameterization -- 12. Validation -- III: Building Implementable Marketing Models -- 13. Determinants of Model Implementation -- 14. Some Cost-Benefit Considerations in Marketing Model Building -- Author Index.