Marketing Models MBA 693R Scott Smith smsmith@byu.edu http://marketing.byu.edu

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Marketing Models Text

by Smith and Swinyard

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Scott M. Smith, Ph.D.
678 TNRB,   Brigham Young University,
Provo, UT 84602
Phone: (801) 422-5569    FAX: (866) 562-9828
smsmith@byu.edu   http://marketing.byu.edu
Don't Forget to Add Us To Your Bookmarks

The purpose of this course is to prepare students as marketing managers who can integrate models and model building into marketing decision making. The main focus of the course is to create an understanding and experience in developing marketing models.
Organizations need individuals who will not be intimidated by models, who are interested in what makes things work and why. They search for better ways to research, explain and predict. They will analyze, write or revise the procedures and models, and they will hold the hands of decision makers until the decision makers themselves come to appreciate the true value of improved decision making.
"All fact collectors, who have no aim beyond their facts, are one-story men. Two-story men compare, reason, generalize, using the labors of the fact-collectors as well as their own. Three-story men idealize, imagine, predict; their best illumination comes from above through the sky light." -- Oliver Wendel Holmes, Sr.,
The Poet at the Breakfast Table (1872, p.2)

Scott M. Smith, Ph.D. 678 TNRB, Brigham Young University, Provo, UT 84602 Phone: (801) 422-5569 FAX: (866) 562-9828 smsmith@byu.edu http://marketing.byu.edu Don't Forget to Add Us To Your Bookmarks

Scott M. Smith, Ph.D.
678 TNRB, Brigham Young University,
Provo, UT 84602
Phone: (801) 422-5569 FAX: (866) 562-9828
smsmith@byu.edu http://marketing.byu.edu
Don't Forget to Add Us To Your Bookmarks