Marketing Problems: From Analysis to Decision

While problem and decision analysis has attracted considerable interest in general management fields, it is not a topic commonly found in the marketing management literature. Problem understanding and definition determine management action, and therefore deserve greater attention. Addresses the key issues in marketing management problem analysis by showing why problem definition is important; outlining the nature of marketing problems and the difficulties involved in addressing them; and providing guidelines for management and research practitioners. A diagrammatic review of several problem and decision models provides a broad view of the complex processes involved. One critical factor which comes to the fore in the discussion is the necessity for decision makers and analysts to collaborate, and several techniques for such co‐operation are presented.