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Beyond matrices and black-box algorithms: setting marketing priorities with marketing strategy conferences

Schilling, Martin S. and Schulze-Cleven, Paul J. (2007) Beyond matrices and black-box algorithms: setting marketing priorities with marketing strategy conferences. Operational Research working papers, LSEOR 07.100. Operational Research Group, Department of Management, London School of Economics and Political Science, London, UK. ISBN 9780853280569

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Abstract

With this paper, we introduce the Marketing Strategy Conference approach 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 over-the-thumb approaches, matrix-based analyses, statistical analyses or management science models, we analyse existing analytical, behavioural and organisational impediments to effective marketing resource allocation. Addressing some of this impediments, this papers outlines two Marketing Strategy Conference cases, which we carried out for the pharmaceutical, Schering Argentina.

Item Type: Monograph (Working Paper)
Official URL: http://www.lse.ac.uk/collections/operationalResear...
Additional Information: © 2007 The London School of Economics and Political Science
Library of Congress subject classification: H Social Sciences > HF Commerce
H Social Sciences > HG Finance
H Social Sciences > HB Economic Theory
Sets: Research centres and groups > Management Science Group
Departments > Management
Collections > Economists Online
Rights: http://www.lse.ac.uk/library/usingTheLibrary/academicSupport/OA/depositYourResearch.aspx
Identification Number: LSEOR 07.100
Date Deposited: 13 Feb 2009 09:59
URL: http://eprints.lse.ac.uk/22695/

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