Elsevier < Decision Sciences Publications < Handbooks in Operations Research and Management Science < Volume 5: Marketing < Chapter 17

MARKETING
Edited by J. Eliashberg and G.L. Lilien

CHAPTER 17
Marketing Strategy Models
Yoram (Jerry) Wind and Gary L. Lilien

1. Introduction*  

2. Strategy models: Progress to date

3. Traditional strategy model examples

4. Non-traditional models for marketing and business strategy

5. Examples of effective use of non-traditional marketing strategy models

6. Strategy in the 21st century and implications for marketing strategy models

7. Conclusions

References

* The first two pages of the chapters are available as PDF file.

 Complete chapters on ScienceDirect

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