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| Author: | Schilling M.S. Schulze-Cleven, P.J. |
| Title: | Beyond matrices and black-box algorithms: setting marketing priorities with marketing strategy conferences |
| Journal: | Journal of Marketing Management
2009 : VOL. 25:5-6. p. 571-590 |
| Index terms: | marketing mix marketing strategy resource allocation utility theory |
| Language: | eng |
| Abstract: | With this paper, we introduce Marketing Strategy Conferences 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 a pharmaceutical company, Schering Argentina. |
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