Management Science in Marketing: Status and Prospects
The practice of administration in marketing has been handicapped by a type of cultural lag. In every phase of marketing operations the application of systematic methodology to the management task has trailed by approximately one generation the experience in the field of production. Recognition of the causes of this lag helps to explain the current state of management science in marketing and will contribute to an understanding of future prospects and opportunities. This understanding has relevance for advances in the science and its application, on one hand, and in management's willingness and ability to use a scientific approach to making marketing decisions, on the other.
Year of publication: |
1956
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Authors: | Anshen, Melvin |
Published in: |
Management Science. - Institute for Operations Research and the Management Sciences - INFORMS, ISSN 0025-1909. - Vol. 2.1956, 3, p. 222-231
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Publisher: |
Institute for Operations Research and the Management Sciences - INFORMS |
Saved in:
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