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2012
- handle: 10670/1.2jzcpz
- 1405-0269
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http://www.redalyc.org/revista.oa
CIENCIA ergo-sum, Revista Científica Multidisciplinaria de Prospectiva
Mots-clés
Multidisciplinarias (Ciencias Sociales) data percolation multidisciplinary perceived predation filtración de datos Research methodologySujets proches
Papers Retail marketing Consumer goods--Marketing Retail trade--Marketing Domestic marketingCiter ce document
Olivier Mesly, « Oops! Many Marketing Models are Wrong », Ciencia Ergo Sum, ID : 10670/1.2jzcpz
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Résumé
"This paper deals with a touchy subject, that is, the fact that many marketing models found in scientific journals contain modeling errors. This phenomenon has been noted for over thirty years now but little has been done to correct the situation. In order to avoid pinpointing particular authors, this paper will discuss an example found in a newspaper. Proper ways of modeling are thoroughly explained and examples of adequate approaches from marketing authors are provided. The aim of this paper is not to be derogatory towards current marketing literature but rather to make an effort to rectify the way research is done and explained."