Modeled to bits: Decision models for the digital, networked economy

Leeflang and Wittink [Internat. J. Res. Marketing 17 (2000) 105] sketch a f uture for marketing modeling that differs primarily in scale and scope from today's environment. We have a different vision: the digital networked eco nomy will induce significant structural changes in (a) how models are devel oped acid deployed, (b) who uses marketing models, and (c) what types of mo dels are developed. To be successful, marketing modelers must adapt by gain ing a better understanding of the role of marketing modeling in the new env ironment and by learning how to use emerging information technologies (IT) for developing, deploying, and validating marketing models. (C) 2000 Elsevi er Science B.V. All rights reserved.