There have traditionally been different ways in which to view the marketing task, distinctions that have been drawn to facilitate the level of insight available to managers involved in marketing the firm's offer. A traditional distinction has been between business-toconsumer (B2C) and...

Provides an example of the use of judgemental modelling, or multicriteria decision making, as a tool for market analysis. Based on a recent study in a segment of the chemical industry within the United Kingdom, shows how the approach can be used to provide information on both the importance of...

The paper presents the results of an application of judgemental modelling to the development and analysis of scenarios in the pharmaceutical industry. It describes how the models were constructed and evaluated by a group of executives responsible for the scenario generation, and uses perceptual...