Simulation Techniques in the Analysis of Marketing Strategy (Classic Reprint)

Explore how computer simulations illuminate marketing strategy and decision making.

This concise guide explains what simulation is, how it uses real models and data, and why researchers turn to artificial experimentation. It shows how simulations can test ideas, integrate large amounts of information, and forecast outcomes without costly real‑world trials.

The book covers practical advantages, including turning perceptual inputs into testable, mathematical representations and guiding where to focus future research. It also discusses how simulation can serve as a powerful teaching tool, letting executives and students experience decision making in a realistic, controlled environment. You’ll learn how to balance model complexity with clarity, and how careful design yields useful insights for marketing policy and strategy.
What you will experience

• How simulation creates a flexible space to explore marketing scenarios and their results.
• Ways to combine existing data with new ideas to build a credible model.
• The use of sensitivity analysis to identify which parameters matter most.
• Steps to validate models so they can inform real decisions and future research.

Ideal for readers who want a clear, practical look at how simulation supports planning, testing, and education in marketing.