A Conceptual framework for using marketing models for sustainable development

• Author: Enache I.C., Brodský Z.
• Pages: 41-46

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 8 (57) No. 1 - 2015

A conceptual framework for using marketing models

for sustainable development

Ioan Constantin ENACHE1, Zdenek BRODSKÝ2

Abstract: Marketing models are becoming increasingly popular among both marketing

scientist and practitioners. In a world where data is easier to collect and analyse, the

marketing models can provide a more efficient way to gather relevant information. By

providing means to address the future, marketing modelling can become an important tool

for sustainable development. The present paper aims at providing a conceptual framework

that can guide future steps to more relevant and efficient marketing models.

Key-words: marketing models, sustainable development, strategic marketing.

1. Introduction

Marketing modelling is the best approach to market and customer analysis. The

marketing model has the unique ability to predict the future actions by using data

already available. The science of marketing is looking for better ways to extract

information and predict market change or customer behaviour. Marketing modelling

is the fourth level in the marketing management context. The first marketing

approach was based on entrepreneurial skills and flair. The second stage started to

use data to back-up the marketing decisions. Those data were gathered from internal

sources like sales reports or accounting documents. The marketers realised the

importance of the customer and its interactions with the product and its

characteristics and, in the third stage, the marketing research started to be used to

gather those information. But the information addressed present and past market

situations. The fourth stage is trying to create ways to predict the future by

combining data about past and present situations into marketing models.

Given this perspective the marketing models are the next step in marketing

research and all the data flooding is enforcing this change. But the lack of structure

of the marketing models field is an important drawback for scientists and

practitioners as well. Therefore, a better framework, correlated with the principles of

1 Transilvania University of Braşov, e-mail: ioan-constantin.enache@unitbv.ro

2 University of Pardubice, e-mail: zdenek.brodsky@upce.cz