Book Review: Cases in Computer and Model Assisted Marketing: Planning

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Boyd

Harper W.

Jr. , and Davis

Robert T.

, eds. Marketing Management Casebook. Homewood, Ill.: Irwin, 1971.

Claycamp

Henry J.

, and Liddy

Lucien E.

“Prediction of New Product Performance: An Analytical Approach,”

Journal of Marketing Research, 4(November 1969), 414–20.

Little

John D. C.

, “Models and Managers: The Concept of a Decision Calculus,” Management Science, 16(April 1970), B-466–85.