Modelowanie marketingowe a paradygmat marketingu
Marketing Modeling and Marketing Paradigm

Summary/Abstract: The article presents the relationships between trends in marketing modeling and the evolution of marketing and the problems of the development of the four currents under construction Marketing models (descriptive-exploration, descriptive-predictive, Relational-Explosive and Relational-Descriptive). Analyzing the methodological trends in the construction of marketing models belongs emphasize that in the area of modeling the main development trends result with the transition from the exploratory to predictive models, and the evolution of the category research in marketing is linked to a stronger emphasis on the role relational variables relative to descriptive. This article is methodological.

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