Predicting the unpredictable - agent-based models for marketing research

David G. Bakken and Roger A. Parker

Tipping points, viral marketing, the butterfly effect – marketers today want to understand and take advantage of these “emergent” phenomena.

Predicting the unpredictable – agent-based models for marketing research

David G. BakkenHarris Interactive, United States

Roger A. ParkerBoeing Commercial Airplanes, United States

INTRODUCTION

In his best-selling book The Tipping Point, author Malcolm...

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