Marketing modeling for e-business

The emergence of e-business is opening up new challenges and opportunities for marketing modelers. Drawing on an illustrative pool of recent articles we seek to convey two points in this note. First, that available theories a nd approaches may be insufficient in tackling many e-business problems. Sec ond, that marketing modeling for e-business can enrich our field quite rema rkably in terms of new theories, data and methods. (C) 2000 Elsevier Scienc e B.V. All rights reserved.