How Well Does Marketing Know Us? Rosy View Bias

Sebastian Oetzel () and Andreas Luppold ()
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Sebastian Oetzel: Hochschule Fulda

Chapter Chapter 28 in 33 Phenomena of Purchasing Decisions, 2024, pp 153-158 from Springer

Abstract: Abstract This chapter introduces the rosy view bias and shows that marketing managers often misjudge the drivers of customer satisfaction, presents scientific studies on the influence of the marketing department and the Chief Marketing Officer on firm performance, and discusses why traditional market research methods and marketing analytics continue to be important for understanding customer needs.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-44799-1_28

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DOI: 10.1007/978-3-658-44799-1_28

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