TY  - JOUR
AB  - While problem and decision analysis has attracted considerable interest
in general management fields, it is not a topic commonly found in the
marketing management literature. Problem understanding and definition
determine management action, and therefore deserve greater attention.
Addresses the key issues in marketing management problem analysis by
showing why problem definition is important; outlining the nature of
marketing problems and the difficulties involved in addressing them; and
providing guidelines for management and research practitioners. A
diagrammatic review of several problem and decision models provides a
broad view of the complex processes involved. One critical factor which
comes to the fore in the discussion is the necessity for decision makers
and analysts to collaborate, and several techniques for such
co‐operation are presented.
VL  - 12
IS  - 2
SN  - 0263-4503
DO  - 10.1108/02634509410057428
UR  - https://doi.org/10.1108/02634509410057428
AU  - Butler Patrick
PY  - 1994
Y1  - 1994/01/01
TI  - Marketing Problems: From Analysis to Decision
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 4
EP  - 12
Y2  - 2024/04/25
ER  -