Bøger af Philippe A. Naert

This led Philippe Naert, now about four years ago, to write a concept text of a few hundred pages on the subject of how to build imple men table marketing models, that is, models that can and will be used.

This book is about marketing models and the process of model building. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions.