While a whole range of factors influences the outcomes of a marketing policy, it is managerial decision-making that can really make a difference. A clearer understanding of how marketers make decisions should therefore improve their quality.

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Keywords Marketing
Persistent URL hdl.handle.net/1765/40041
Series RSM Discovery Magazine Collection
Journal RSM Discovery - Management Knowledge
Note This article draws its inspiration from the paper Managerial decision making in marketing: the next research frontier, which was written by Prof. Berend Wierenga and published in the International Journal of Research in Marketing, 28 (2011) 89-101, RePub Handle http://repub.eur.nl/res/pub/23688
Wierenga, B. (2012). Understanding marketing decision-making. RSM Discovery - Management Knowledge, 11(3), 12–14. Retrieved from http://hdl.handle.net/1765/40041


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