A Framework for the Comparison of Marketing Models: A Delphi Study
Journal of Marketing ResearchPublished 1 November 1977
Jean-Claude Larréché, David B. Montgomery
Citations29
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
A Delphi procedure is used to develop and calibrate dimensions of marketing models which may be expected to relate to the likelihood that a marketing model will be accepted by marketing managers. The resulting framework, calibrated with 10 reference models over four Delphi iterations, is used to analyze four additional models.
Keywords
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