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Generating Marketing Strategies A Structured Creative Decision Support Method

Generating Marketing Strategies A Structured Creative Decision Support Method Suggests a structured approach to decision making in the context ofgenerating appropriate marketing strategies. The method includes the useof a creative problemsolving method, brainstorming. Decisions ofteninvolve several people and different people may have differentviewpoints on the suitability of various strategies which can bepursued. The approach facilitates the sharing of different viewpointsand the bringing together of disparate ideas in the formulation ofspecific marketing strategies. The approach employs a structuredapproach to identifying possible strategies using a combination of theTOWS matrix and brainstorming. The method hasapplicability to other areas, where strategy is being formulated. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Decision Emerald Publishing

Generating Marketing Strategies A Structured Creative Decision Support Method

Proctor, Tony; Ruocco, Paul
Management Decision , Volume 30 (5) – May 1, 1992
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0025-1747
DOI
10.1108/00251749210015689
Publisher site
See Article on Publisher Site

Abstract

Suggests a structured approach to decision making in the context ofgenerating appropriate marketing strategies. The method includes the useof a creative problemsolving method, brainstorming. Decisions ofteninvolve several people and different people may have differentviewpoints on the suitability of various strategies which can bepursued. The approach facilitates the sharing of different viewpointsand the bringing together of disparate ideas in the formulation ofspecific marketing strategies. The approach employs a structuredapproach to identifying possible strategies using a combination of theTOWS matrix and brainstorming. The method hasapplicability to other areas, where strategy is being formulated.

Journal

Management Decision – Emerald Publishing

Published: May 1, 1992

References