Marketing Models

Gary L. Lilien, Philip Kotler & K. Sridhar Moorthy: Prentice-Hall 1992

This book is about modelling and predicting the impact of marketing strategy.  The broad topics covered include:

• Models of consumer and organizational buying, the former chapter coauthored by John Roberts.
• Models of the elements of the marketing mix - price, product, advertising, promotion, sales force, and distribution.
• New product and marketing strategy models.
• Implementation of marketing models.

There are also several useful appendices, one of which deals with the functional forms of models.

A major strength of this book is the grounding of most models in a market behaviour framework.

This is a comprehensive book and it is accessible to anyone with some undergraduate maths and stats.

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