Selecting an Appropriate Strategy: A Structured Creative Decision Support Method

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.

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Year of publication:	1992
Authors:	Proctor, R.A.
Published in:	Marketing Intelligence & Planning. - MCB UP Ltd, ISSN 1758-8049, ZDB-ID 2023533-1. - Vol. 10.1992, 11, p. 21-24
Publisher:	MCB UP Ltd
Subject:	Computer modelling \| Decision making \| Marketing strategy \| Decision‐support systems

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/02634509210021744 [DOI]
Source:	Other ZBW resources

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