Customer Behavior As a Markov Process

Jerome D. Herniter and John F. Magee
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Jerome D. Herniter: Arthur D. Little, Inc., Cambridge, Massachusetts
John F. Magee: Arthur D. Little, Inc., Cambridge, Massachusetts

Operations Research, 1961, vol. 9, issue 1, 105-122

Abstract: Simple Markov processes appear to provide a fruitful conceptual basis for study of customer populations in the face of marketing activity. The purpose of this paper is to summarize characteristics and some implications and applications of the Markov model. Characteristic behavior of the model is compared with published data, and areas for further analytical and experimental effort are indicated.

Date: 1961
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