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BRANDAID: A Marketing-Mix Model, Part 2: Implementation, Calibration, and Case Study

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  • John D. C. Little

    (Massachusetts Institute of Technology, Cambridge, Massachusetts)

Abstract

Model implementation starts with introductory steps that include orienting management, forming a team, selecting and formulating a problem, calibrating the model, and initial use. Then on-going steps take over with firefighting, tracking and diagnosis, updating and evolution, and re-use. Calibration of the model is approached eclectically in stages that include judgment, analysis of historical data, tracking, field measurement, and adaptive control. A three-year case study shows that unexpected events intersperse a planned implementation. The model emerges with multiple roles in the marketing management process. The model serves not only as a means of evaluating strategies in annual planning and day-to-day operations but also as part of a monitoring system that compares model predictions with actual sales to uncover marketing problems and focus managerial attention upon them.

Suggested Citation

  • John D. C. Little, 1975. "BRANDAID: A Marketing-Mix Model, Part 2: Implementation, Calibration, and Case Study," Operations Research, INFORMS, vol. 23(4), pages 656-673, August.
    • Handle: RePEc:inm:oropre:v:23:y:1975:i:4:p:656-673
    DOI: 10.1287/opre.23.4.656
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    Cited by:

    1. Davis, Joseph G. & Sundaram, David, 1995. "PETAPS: A prototype decision support system for consumer product marketing and promotion," European Journal of Operational Research, Elsevier, vol. 87(2), pages 247-256, December.
    2. Olivier Rubel & Prasad A. Naik, 2017. "Robust Dynamic Estimation," Marketing Science, INFORMS, vol. 36(3), pages 453-467, May.
    3. Marusia Ivanova, 2007. "Genesis and Evolution of Market Share Predictive Models," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 2, pages 117-148.
    4. John D. C. Little, 2004. "Comments on ÜModels and Managers: The Concept of a Decision CalculusÝ," Management Science, INFORMS, vol. 50(12_supple), pages 1854-1860, December.

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