A Framework for the Comparison of Marketing Models: A Delphi Study

A Framework for the Comparison of Marketing Models: A Delphi Study

By
David Bruce Montgomery, Jean Claude Larreche
Journal of Marketing Research. November
1977, Vol. 14, Issue 4, Pages 487-498

A Delphi procedure is used to develop and calibrate dimensions of marketing models which may be expected to relate to the likelihood that a marketing model will be accepted by marketing managers. The resulting framework, calibrated with 10 reference models over four Delphi iterations, is used to analyze four additional models.