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| Author: | Wierenga, B. |
| Title: | Managerial decision making in marketing: the next research frontier |
| Journal: | International Journal of Research in Marketing
2011 : JUN, VOL. 28:2, p. 89-101 |
| Index terms: | managers decision making marketing research behavioural science |
| Language: | eng |
| Abstract: | Managerial decision making in marketing is essential in the field. However, academic work on the topic is scarce. Prior work on marketing decision making is either descriptive or handles the subject from optimization point of view, with the role of the marketing decision maker practically vanishing. There are excellent prospects for improvement, specifically considering the recent work in behavioral decision making. Significant topics are the dual-process model of decision making, learning, emotions, and expertise. We use this work to frame interesting and relevant research questions considering marketing decision making. There has also been substantial progress in the methodologies for answering these questions; for example, improved ways to monitor actual decision making and sophisticated behavioral laboratories and brain imaging methods. |
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