The need for a system for an extensive information analysis of specific marketing decisions

Abstract

Suggests that in marketing decision making some problems are unique and call for a specially designed information‐generating process. Stresses the importance of a decision information system and prefers a framework for this concludes that if such as system is employed by the marketer uncertain decision environments can be handled mere profitably with the correct analytical tools.

Citation

Grönroos, C. (1973), "The need for a system for an extensive information analysis of specific marketing decisions", European Journal of Marketing, Vol. 7 No. 2, pp. 130-136. https://doi.org/10.1108/EUM0000000005108