A Framework for the Comparison of Marketing Models: A Delphi Study
Open Access
- 1 November 1977
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 14 (4) , 487-498
- https://doi.org/10.1177/002224377701400406
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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