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- Title
MANAGEMENT SCIENCE IN MARKETING: STATUS AND PROSPECTS.
- Authors
Anshen, Melvin
- Abstract
The article states that the application of management science to marketing has lagged behind management science in production. The consumer, who is one dominant influence in the marketing process, is outside of management's direct control. Within this overall context, the field of marketing research is relatively advanced. Areas of progress include generalized fact collection, measurement of specific markets, and forecasting market potentials. Progress in the area of marketing costs include cost determination, cost control, and cost in decision making. Little progress has been made in applying scientific techniques to sales promotion programs. Advertising budgets are not set scientifically, perhaps because of a lack of a cause-and-effect relationship between advertising and sales.
- Subjects
MANAGEMENT science; OPERATIONS research; SALES promotion; ADVERTISING campaigns; COST of sales; MARKETING management; ADVERTISING; MARKETING strategy; MARKETING research; MARKETING costs
- Publication
Management Science, 1956, Vol 2, Issue 3, p222
- ISSN
0025-1909
- Publication type
Article
- DOI
10.1287/mnsc.2.3.222