Some Case Histories of Econometric Modeling in Marketing: What Really Happened?

A review of some case histories of personal experience in application of econometric studies will suggest the pitfalls, problems, and the opportunities of formal analysis. This will be followed by a discussion of the organizational implications of integrating formal analysis into marketing management systems. Generalizations emerging from the many econometric studies of marketing relationships will be discussed first in order to provide some perspective to the case histories.