K. Sridhar Moorthy’s Theoretical Modelling in Marketing - A Review

  • I-MNH Okoye
  • JO Chukwu


Modelling has become a visible tool in many disciplines including marketing and several marketing models have been constructed. These models serve their pedagogical and practical purposes in some cases. However, among the marketing models so often cited is Moorthy‟s Theoretical Modelling in Marketing. This model is important, and hence this review once more, in that it offers a starting point, and in some cases the finishing line, for those who want to tread the pedestrian of modelling in marketing. But this is not the end; it also provides an explanation for those who want to know more about modelling in general by providing answers to some basic questions about the use of models. Our discussion here will certainly bring in many people who have been peeping into marketing modelling from behind the wall.

Key words: Marketing, Modelling, Moorthy, Pedagogy, Theoretical


Journal Identifiers

eISSN: 2070-0083
print ISSN: 1994-9057