Beyond matrices and black-box algorithms : setting marketing priorities with marketing strategy conferences

Schilling, Martin S. ; Schulze-Cleven, Paul J.

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URL http://edoc.vifapol.de/opus/volltexte/2013/4241/
Dokumentart: Bericht / Forschungsbericht / Abhandlung
Institut: Hertie School of Governance
Schriftenreihe: Working papers // Hertie School of Governance
Bandnummer: 23
Sprache: Englisch
Erstellungsjahr: 2008
Publikationsdatum: 24.01.2013
Originalveröffentlichung: http://www.hertie-school.org/fileadmin/images/Downloads/working_papers/23.pdf (2008)
SWD-Schlagwörter: Marketingstrategie , Entscheidungsfindung
DDC-Sachgruppe: Politik
Sondersammelgebiete: 3.6 Politik und Friedensforschung

Kurzfassung auf Englisch:

With this paper, we introduce the Marketing Strategy Conference approach to set strategic marketing priorities effectively and allocate marketing-related resources accordingly. The system is based on managerial preference modelling with a decision model (analytical side) and communication-enhancing strategy conferencing (interactive side). After a review of alternative resource allocation frameworks, as rule-of-thumb approaches, matrix-based analyses, statistical analyses and management science models, we analyse existing analytical, behavioural and organisational impediments to effective marketing resource allocation. Addressing some of these impediments, this paper outlines two Marketing Strategy Conference cases, which we carried out for the pharmaceutical company, Schering Argentina.


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