A number of marketing models lack validity, in the sense that they do not adequately describe the variables and relationships in the real system being modeled. This is illustrated by recent examples of causal, econometric and analytic models. I discuss possible solutions, on the basis of selected references.
LAURENT, G. (2000). Improving the external validity of marketing models: A plea for more qualitative input. International Journal of Research in Marketing, 17(2-3), pp. 177-182.