Randall L. Schultz
ABSTRACT
This paper reports on the development of a heuristic aid to making marketing planning decisions that is data based and explicitly considers the uncertainty of competitive behavior. An application of the model to an airline market provides conclusions about the nature of the market and how to assess competitive response. Normative simulation appears to have good potential as a decision-making aid for marketing managers.
- 1.Kotler, Philip. "Competitive Strategies for New Product Marketing Over the Life Cycle," Management Science, 12 (December 1965), B-104-19.Google Scholar
Digital Library
- 2.Guetzkow, Harold, Philip Kotler and Randall L. Schultz (eds.). Simulation in Social and Administrative Science, Englewood Cliffs, N.J.: Prentice-Hall, Inc., 1972.Google Scholar
- 3.Schultz, Randall L. "Marketing Measurement and Planning With a Simultaneous-Equation Model," Journal of Marketing Research, 8 (May 1971), 153-164.Google ScholarCross Ref
- 4.Schultz, Randall L. "Studies of Airline Demand: A Review," Transportation Journal, 11(Summer 1972), 48-62.Google Scholar
- 5.Schultz, Randall L., and Joe A. Dodson, Jr. "An Empirical-Simulation Approach to Competition," Paper No. 420, Institute for Research In The Behavioral, Economic, and Management Sciences, Krannert Graduate School of Industrial Administration, Purdue University, July 1973.Google Scholar
Index Terms
- A normative simulation for airline marketing planning
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