Model Building in Marketing: The Practice of British Industry

Abstract

This article presents the findings of a survey conducted among British companies to discover to what extent marketing models are being used in practice. In two previous articles we discussed the problems of model building in marketing, examined several recent developments, argued that there was a need to measure the current status of marketing model building in Britain, and made a partial assessment of the state‐of‐the‐art by reviewing some of the most significant literature. The purpose of this paper is to present the findings of a survey we conducted among British companies to discover to what extent marketing models are being used in practice. We also present the conclusions we have drawn from the project.

Citation

Fisher, R.W. and Hirst, M. (1974), "Model Building in Marketing: The Practice of British Industry", Management Decision, Vol. 12 No. 1, pp. 4-12. https://doi.org/10.1108/eb001034