Integrating Enterprise Models and Models for Marketing Analysis

Autor:	Tomasz Janowski, R. Atienza, Gustavo Gimenez Lugo
Rok vydání:	1999
Předmět:	Return on marketing investment Knowledge management Marketing management business.industry business Quantitative marketing research Marketing research Marketing strategy Relationship marketing Marketing mix Enterprise modelling Industrial organization
Zdroj:	Information Infrastructure Systems for Manufacturing II ISBN: 9781475754773 DIISM
DOI:	10.1007/978-0-387-35385-2_25
Popis:	We present an experiment in modelling and analysis of an application domain: competitive manufacturing. The result is a unique formal model which combines previously separate models for marketing (competition) and enterprises (coordination). In particular, we capture formally the marketing mix: product, price, place and promotion, and its effect on the sale of the enterprise. The model is built in stages: market without marketing, marketing without limits and marketing under limited resources. Analysis includes justifying abstraction, down to two enterprises competing for a single consumer.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::0a5271a1bf578ae108a49275cfe69177 https://doi.org/10.1007/978-0-387-35385-2_25 Zobrazit plný text záznamu