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Ciencia Ergo Sum ISSN: 1405-0269 [email protected] Universidad Autónoma del Estado de México México Mesly, Olivier Oops! Many Marketing Models are Wrong Ciencia Ergo Sum, vol. 19, núm. 3, noviembre-febrero, 2012, pp. 225-238 Universidad Autónoma del Estado de México Toluca, México Available in: http://www.redalyc.org/articulo.oa?id=10423895004 Abstract This paper deals with a touchy subject, that is, the fact that many marketing models found in scientific journals contain modeling errors. This phenomenon has been noted for over thirty years now but little has been done to correct the situation. In order to avoid pinpointing particular authors, this paper will discuss an example found in a newspaper. Proper ways of modeling are thoroughly explained and examples of adequate approaches from marketing authors are provided. The aim of this paper is not to be derogatory towards current marketing literature but rather to make an effort to rectify the way research is done and explained. Keywords Research methodology; data percolation; perceived predation, multidisciplinary.etodología de investigación, filtración de datos, depredación percibida, multidisciplinariedad. How to cite Complete issue More information about this article Journal's homepage in redalyc.org Scientific Information System Network of Scientific Journals from Latin America, the Caribbean, Spain and Portugal Non-profit academic project, developed under the open access initiative