Selecting an Appropriate Strategy: A Structured Creative Decision Support Method

Abstract

Suggests a novel approach to generating marketing strategies and evaluating them. Identifies that the process often involves several people and that the different people may have different viewpoints. The approach is based on a computer‐assisted structured approach to identifying possible strategies and the use of the computer to enable decision makers to evaluate the strategic ideas generated.

Citation

Proctor, R.A. (1992), "Selecting an Appropriate Strategy: A Structured Creative Decision Support Method", Marketing Intelligence & Planning, Vol. 10 No. 11, pp. 21-24. https://doi.org/10.1108/02634509210021744