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.