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- Title
MANAGEMENT SCIENCE IN INDUSTRIAL MARKETING.
- Authors
Webster, Frederick E.; Jr.
- Abstract
This brief review of current developments in the application of management science techniques to industrial marketing problems is not meant as a complete assessment of the state-of-the-art. Rather, the purpose has been to illustrate that a user-oriented, "decision calculus" approach, emphasizing problem simplification and interactive modelling, is available and beginning to gain acceptance. Analysis of the uniqueness and complexity of industrial marketing has suggested several reasons why problem-solving approaches, developed as an out-growth of the consumer products marketing context, cannot be applied to industrial marketing problems without substantial modification. Some areas of significant progress have been identified where there is explicit concern for the consequences of industrial marketing and the related measurement problems.
- Subjects
INDUSTRIAL marketing; MARKETING science; MATHEMATICAL models of marketing; MANAGEMENT science research; LITTLE, John C.; PROBLEM solving research; MATHEMATICAL models of decision making; MARKETING theory; MANAGERIAL economics
- Publication
Journal of Marketing, 1978, Vol 42, Issue 1, p21
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1250324