Broadening the perspective on marketing decision models

Marketing models are of invaluable importance for the advancement of market ing science. Regarding the role of models in marketing decision-making in p ractice we question the claim that marketing models are routinely used by m any companies. Marketing models are suitable for certain types of marketing decision situations but much less for others. We advocate the development of integrated marketing management support systems (MMSSs), in which the st rong points of marketing models are combined with the strengths of other ty pes of MMSSs. (C) 2000 Elsevier Science B.V. All rights reserved.