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- Title
An Adaptive Utility Approach for Improved Use of Marketing Models.
- Authors
Fraser, Cynthia; Hite, Robert E.
- Abstract
A decision-making approach integrating information from managerial experience with that provided by marketing models is proposed. The approach suggests that managers should learn to value more those marketing control variable levels that have been linked to favorable changes in performance in order to make more effective and profitable decisions.
- Subjects
DECISION making in marketing; MARKETING executives; DECISION making; PROFITABILITY; PROBLEM solving; KNOWLEDGE management; MARKETING management; MARKETING strategy; BUSINESS logistics; PRODUCT management
- Publication
Journal of Marketing, 1988, Vol 52, Issue 4, p96
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224298805200409