Managerial decision making in marketing: The next research frontier

Berend Wierenga

International Journal of Research in Marketing, 2011, vol. 28, issue 2, 89-101

Abstract: Managerial decision making in marketing is the heart of the field. Strangely enough, academic work on this topic is scarce. Existing work on marketing decision making is either descriptive or takes an optimization approach, with the role of the marketing decision maker practically disappearing. There are excellent prospects for improvement, especially considering the recent work in behavioral decision making. Relevant topics are the dual-process model of decision making, learning, emotions, and expertise. We use this work to formulate interesting and relevant research questions about marketing decision making. There has also been significant progress in the methodologies for answering these questions; for example, better ways to monitor actual decision making and sophisticated behavioral laboratories and brain imaging methods.

Date: 2011
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (19)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0167811611000267
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:28:y:2011:i:2:p:89-101

DOI: 10.1016/j.ijresmar.2011.03.001

Access Statistics for this article

International Journal of Research in Marketing is currently edited by Roland Rust

More articles in International Journal of Research in Marketing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().