Structural Modeling in Marketing: Some Future Possibilities

Punj, Girish
November 2006
Marketing Science;Nov/Dec2006, Vol. 25 Issue 6, p622
Academic Journal
The author offers commentary on an article about structural modeling in marketing published in this issue of "Marketing Science." Topics discussed include focusing on behavioral theory in a structural model, validation of the model, incorporating consumer behavior, conducting controlled experimentation, and predicting the effects of a strategy. The author suggests that using "model clusters" and expanding on these using an evolutionary approach, instead of building a comprehensive, complex structural model, is more effective.


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