Managerial judgement in strategic marketing:: some preliminary thoughts

Abstract

Aims to delineate and explore the terrain of mainstream literature on strategic marketing management. Draws attention to the important role of judgement in almost everything that marketing managers do and for organizations. Considers the orthodox treatment of uncertainty and judgement in marketing management and strategy and concludes that it is restrictive in that it presupposes an approach to strategic decision making that is the exception, not the norm. Highlights the important role of the personal development and learning of top marketing managers as investments in the quality of marketing judgement.

Citation

Brownlie, D. and Spender, J.C. (1995), "Managerial judgement in strategic marketing:: some preliminary thoughts", Management Decision, Vol. 33 No. 6, pp. 39-50. https://doi.org/10.1108/00251749510087641