Philippe A. Naert (1945) is the Dean of TIAS Business School and Professor of Marketing, Tilburg University, The Netherlands.Peter S.H. Leeflang (1946) is Professor of Marketing at the Department of Economics at the University of Groningen, The Netherlands, and member of the Royal Netherlands Academy of Arts and Sciences.

• I: Marketing Modelsl.- 1. Introduction.- 2. Classifying Models According to Their Degree of Explicitness.- 3 Benefits From Using Marketing Models.- 4. A Typology of Marketing Models.- II: Building Marketing Models.- 5. Elements of Model Building.- 6. Implementation Criteria with Respect to Model Structure.- 7. Specifying Models According to Intended Use.- 8. Specifying Models According to Different Levels of Demand.- 9. Specifying Models According to Amount of Behavioural Detail.- 10 Stochastic Consumer Behaviour Models.- 11. Parameterization.- 12. Validation.- III: Building Implementable Marketing Models.- 13. Determinants of Model Implementation.- 14. Some Cost-Benefit Considerations in Marketing Model Building.- Author Index.

Philippe A. Naert (1945) is the Dean of TIAS Business School and Professor of Marketing, Tilburg University, The Netherlands.Peter S.H. Leeflang (1946) is Professor of Marketing at the Department of Economics at the University of Groningen, The Netherlands, and member of the Royal Netherlands Academy of Arts and Sciences.

• I: Marketing Modelsl.- 1. Introduction.- 2. Classifying Models According to Their Degree of Explicitness.- 3 Benefits From Using Marketing Models.- 4. A Typology of Marketing Models.- II: Building Marketing Models.- 5. Elements of Model Building.- 6. Implementation Criteria with Respect to Model Structure.- 7. Specifying Models According to Intended Use.- 8. Specifying Models According to Different Levels of Demand.- 9. Specifying Models According to Amount of Behavioural Detail.- 10 Stochastic Consumer Behaviour Models.- 11. Parameterization.- 12. Validation.- III: Building Implementable Marketing Models.- 13. Determinants of Model Implementation.- 14. Some Cost-Benefit Considerations in Marketing Model Building.- Author Index.

Philippe A. Naert (1945) is the Dean of TIAS Business School and Professor of Marketing, Tilburg University, The Netherlands.Peter S.H. Leeflang (1946) is Professor of Marketing at the Department of Economics at the University of Groningen, The Netherlands, and member of the Royal Netherlands Academy of Arts and Sciences.

• I: Marketing Modelsl.- 1. Introduction.- 2. Classifying Models According to Their Degree of Explicitness.- 3 Benefits From Using Marketing Models.- 4. A Typology of Marketing Models.- II: Building Marketing Models.- 5. Elements of Model Building.- 6. Implementation Criteria with Respect to Model Structure.- 7. Specifying Models According to Intended Use.- 8. Specifying Models According to Different Levels of Demand.- 9. Specifying Models According to Amount of Behavioural Detail.- 10 Stochastic Consumer Behaviour Models.- 11. Parameterization.- 12. Validation.- III: Building Implementable Marketing Models.- 13. Determinants of Model Implementation.- 14. Some Cost-Benefit Considerations in Marketing Model Building.- Author Index.