Mathematical models can be classified in a number of ways, e.g., static and dynamic; deterministic and stochastic; linear and nonlinear; individual and aggregate; descriptive, predictive, and normative; according to the mathematical technique applied or according to the problem area in which they are used. In marketing, the level of sophistication of the mathe­ matical models varies considerably, so that a nurnber of models will be meaningful to a marketing specialist without an extensive mathematical background. To make it easier for the nontechnical user we have chosen to classify the models included in this collection according to the major marketing problem areas in which they are applied. Since the emphasis lies on mathematical models, we shall not as a rule present statistical models, flow chart models, computer models, or the empirical testing aspects of these theories. We have also excluded competitive bidding, inventory and transportation models since these areas do not form the core of ·the marketing field.

Inhalt

List of Models.- 1. Consumer Behavior Models.- 1. Brand Preferences and Simple Markov Processes.- 2. Customer Behavior as a Markov Process.- 3. Brand Choice as a Probability Process.- 4. The Dynamics of Brand Loyalty: A Markovian Approach.- 5. A Mathematical Model for Marketing.- 6. The Demand for Branded Goods as Estimated from Consumer Panel Data.- 7. Consumer Brand Choice-A Learning Process?.- 8. Stochastic Process Models of Consumer Behavior.- 9. A Latent Markov Process Within the Individual.- 10. The Neglected Use of Data.- 11. A Stochastic Response Model with Application to Brand Choice.- 12. A Mathematical Model of Consumer Behavior.- 13. New Models of Consumer Loyalty Behavior: Aids to Setting and Evaluating Marketing Plans.- 14. Dynamic Inference.- 15. Progress on a Simplified Model of Stationary Purchasing Behaviour.- 16. The Beta Binomial Model for Consumer Purchasing Behaviour.- 17. A Stochastic Interpretation of the Heavy Half.- 18. A Dual-Effects Model of Brand Choice.- 19. A Stochastic Model for Adaptive Behavior in a Dynamic Situation.- 20. The New-Trier Stochastic Model of Brand Choice.- 21. A Composite Heterogeneous Model for Brand Choice Behavior.- 22. An Entropy Model of Brand Purchase Behavior.- 23. A Modified Linear Learning Model of Buyer Behavior.- 24. Analog Experiments with a Model of Consumer Attitude Change.- 25. A Behavior Theory Approach to the Relations Between Beliefs about an Object and the Attitude Toward the Object.- 26. A Two-Dimensional Concept of Brand Loyalty.- 27. The Relationship of Brand Attitudes and Brand Choice Behavior.- 28. Television Show Preference: Application of a Choice Model.- 29. An Exponential Discrepancy Model for Attitude Evaluation.- 30. The Vector Model of Preferences: An Alternative to the Fishbein Model.- 31. The Importance of Halo Effects in Multi-Attribute Attitude Models.- 32. The Fishbein Extended Model and Consumer Behavior.- 33. A Theory of Demand with Variable Consumer Preferences.- 34. A New Approach to Consumer Theory.- 35. A Geographic Model of an Urban Automobile Market.- 36. Consumer's Purchase Decision Process: Stochastic Models.- 37. An Empirical Test of the Howard-Sheth Model of Buyer Behavior.- 38. A Model of Consumer Behavior in a Single Market with Incomplete Information.- 39. Mathematical Programming Models for the Determination of Attribute Weights.- 40. An Interaction Model of Consumer Utility.- 41. Product Attraction, Marketing Effort and Sales: Towards a Utility Model of Market Behavior.- 2. Models of Advertising and Sales Promotion.- 42. Linear Programming in Media Selection.- 43. Media Selection by Linear Programming.- 44. Media Selection by Decision Programming.- 45. Linear Programming and Space-Time Considerations in Media Selection.- 46. An Exploration of Linear Programming in Media Selection.- 47. A Goal Programming Model for Media Planning.- 48. A Probabilistic Approach to Industrial Media Selection.- 49 A Media Planning Calculus.- 50. Considering Competition in Media Planning.- 51. ADMOD: An Advertising Decision Model.- 52. The Determination of Advertising Expenditure.- 53. Optimal Advertising and Optimal Quality.- 54. Optimal Advertising Policy under Dynamic Conditions.- 55. Diffusion Processes and Optimal Advertising Policy.- 56. Monopoly Advertising: Dynamic Conditions.- 57. An Optimum Geographical Distribution of Publicity Expenditure in a Private Organization.- 58. Game-Theory Models in the Allocation of Advertising Expenditures.- 59. Advertising Without Supply Control: Some Implications of a Study of the Advertising of Oranges.- 60. A Model for Budgeting Advertising.- 61. Optimal Advertising Appropriation.- 62. Advertising Expenditures in Coupled Markets-A Game-Theory Approach.- 63. A Simple Model for Determining Advertising Appropriations.- 64. Theory Versus Practice in Allocating Advertising Money.- 65. A Dynamic Model for Competitive Marketing in Coupled Markets.- 66. A Model of Adaptive Control of Promotional Spending.- 67. Models and Managers: The Concept of a Decision Calculus.- 68. Optimal Advertising-Expenditure Implications of a Simultaneous-Equation Regression Analysis.- 69. Optimal Advertising Expenditure.- 70. Dynamic Correction in Marketing Planning Models.- 71. The Effect of Promotional Effort on Sales.- 72. An Operations-Research Study of Sales Response to Advertising.- 73. Optimal Control of the Vidale-Wolfe Advertising Model.- 74. Advertising and Cigarettes.- 75. Bayesian Decision Theory in Advertising.- 76. Differential Equation Approach to Marketing.- 77. Consumer Response to Promotions.- 78. A Simultaneous Equation Regression Study of Advertising and Sales of Cigarettes.- 79. The Effect of Advertising on Liquor Brand Sales.- 80. Estimating Dynamic Effects of Market Communications Expenditures.- 81. Toward a Normative Model of Promotional Decision Making.- 82. On-Line and Adaptive Optimum Advertising Control by a Diffusion Approximation.- 83. The Product Life Cycle and Time-Varying Advertising Elasticities.- 84. A Study in Promotional Competition.- 85. Imperfect Markets Through Lack of Knowledge.- 86. The Economics of Information.- 87. Can Advertising Differentiate the Product?.- 88. Zur Frage optimaler Diffusionspunkte in einem Modell der Mund-zu-Mund-Propaganda.- 3. Pricing Models.- 89. Short-Term Price and Dealing Effects in Selected Market Segments.- 90. The Use of Models in Marketing Timing Decisions.- 91. Determining Optimum Price Promotion Quantities.- 92. A Quasi-Game Theory Approach to Pricing.- 93. Adaptive Pricing by a Retailer.- 94. Eine Preisabsatzfunktion zur optimalen Preis- und Qualitätspolitik bei heterogenen Gütern.- 95. A Mathematical Model for Price Promotion.- 4. Product Models.- 96. Product Search and Evaluation.- 97. Early Prediction of Market Success for New Grocery Products.- 98. A Theory of Market Behavior After Innovation.- 99. Dynamics of New Product Campaigns.- 100. Competitive Strategies for New Product Marketing over the Life Cycle.- 101. DEMON Mark II: Extremal Equations Solution and Approximation.- 102. SPRINTER Mod III: A Model for the Analysis of New Frequently Purchased Consumer Products.- 103. Stochastic Models for Monitoring New-Product Introductions.- 104. New-Product Profit Evaluation Models.- 105. A New Product Analysis and Decision Model.- 106. The Theory of First Purchase of New Products.- 107. A New Product Growth Model for Consumer Durables.- 108. The Analysis of Uncertainty Resolution in Capital Budgeting for New Products.- 109. Forecasting the Demand for New Convenience Products.- 110. Dynamic Forecasts of New Product Demand Using a Depth of Repeat Model.- 111. Advertising and Promotion Effects on Consumer Response to New Products.- 112. An Econometric Analysis of Advertising, Retail Availability, and Sales of a New Brand.- 113. Ansätze für eine ökonomische Analyse des Konsums neuartiger Konsumgüter.- 114. PERCEPTOR: A Model for Product Positioning.- 1…