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Managerial judgement in strategic marketing:: some preliminary thoughts

Douglas Brownlie (Reader in the Department of Marketing, University of Stirling, UK)
Jason Christopher Spender (Professor of Business Policy at Rutgers Graduate School of Management, University Heights, Newark, NJ, USA)

Management Decision

ISSN: 0025-1747

Article publication date: 1 August 1995

2681

Abstract

Aims to delineate and explore the terrain of mainstream literature on strategic marketing management. Draws attention to the important role of judgement in almost everything that marketing managers do and for organizations. Considers the orthodox treatment of uncertainty and judgement in marketing management and strategy and concludes that it is restrictive in that it presupposes an approach to strategic decision making that is the exception, not the norm. Highlights the important role of the personal development and learning of top marketing managers as investments in the quality of marketing judgement.

Keywords

Citation

Brownlie, D. and Spender, J.C. (1995), "Managerial judgement in strategic marketing:: some preliminary thoughts", Management Decision, Vol. 33 No. 6, pp. 39-50. https://doi.org/10.1108/00251749510087641

Publisher

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MCB UP Ltd

Copyright © 1995, MCB UP Limited

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