Managerial Uses of Descriptive Marketing Models - The Case of the Dirichlet

Abstract

Abstract Descriptive modelling in marketing has been mistakenly derided as having little practical use that managers need prescription not mere description. This paper addresses this misunderstanding by documenting the application of one important descriptive model the Dirichlet. Descriptive models, such as the Dirichlet, that reflect well-grounded patterns buyer behaviour, have a successful track record in being used to assist decision making and gain insight into the effects of marketing mix variables. Descriptive models may not always feature any marketing mix variables but they have allowed managers to make better decisions about these variables: By providing benchmarks from which to assess the impact of marketing interventions. By explaining the composition of sales increases/decreases. By isolating and decomposing effects and causes.

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