Selecting an Appropriate Strategy: A Structured Creative Decision Support Method
- 1 November 1992
- journal article
- Published by Emerald Publishing in Marketing Intelligence & Planning
- Vol. 10 (11) , 21-24
- https://doi.org/10.1108/02634509210021744
Abstract
Suggests a novel approach to generating marketing strategies and evaluating them. Identifies that the process often involves several people and that the different people may have different viewpoints. The approach is based on a computer‐assisted structured approach to identifying possible strategies and the use of the computer to enable decision makers to evaluate the strategic ideas generated.Keywords
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