Background
Wittink, Dick Roelof was born on July 12, 1945 in Emmen, The Netherlands. Son of Hendrik and Tine Arkansas (Hidding) Wittink.
(This book is about marketing models and the process of mo...)
This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables.
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Wittink, Dick Roelof was born on July 12, 1945 in Emmen, The Netherlands. Son of Hendrik and Tine Arkansas (Hidding) Wittink.
Bachelor, University Oregon, 1969. Master of Business Administration, University Oregon, 1970. Doctor of Philosophy, Purdue University, 1975.
Assistant professor Stanford (California) University Graduate Business School, 1975-1979, associate professor, 1979-1981. Associate professor marketing Cornell Univercity-Johnson Graduate School Management, Ithaca, New York, 1981-1985, Henrietta Johnson Louis professor management, 1993—1998. George Rogers Clark progressive management & marketing Yale University, New Haven, 1998—2005.
Consultant American Telephone & Telegraph Company Corporation, Somerset, New Jersey, A.C. Nielsen Company, Northbrook, Illinois. Fellow, Royal Dutch Academy Sciences, 2001-2005, editor, Journal Marketing Research, 2003-2005.
(This book is about marketing models and the process of mo...)
Served to 1st lieutenant Dutch Army, 1966-1968.
Married Marian Bouman, May 16, 1967. Children: Marsha Nicole, Mark Olaf.