Marketing Engineering as a Progressive Platform for Optimizing Managerial Decision-making Processes in the Context of Current Challenges of Marketing Management

Jana MAJEROVA, Margareta NADANYIOVA, Lubica GAJANOVA

Abstract


Marketing engineering is nowadays considered as a progressive platform for optimizing managerial decision-making process in the context of current challenges of marketing management. Unfortunately, the practice shows that quantitative basis of this approach forms a barrier of its implementation in managerial processes traditionally based on mostly qualitative analytical apparatus. Thus, the aim of this paper is to summarize basic methodological apparatus of marketing engineering in the context of current challenges of marketing management. To achieve this, the method of literature excerption is used. It is stated that traditional econometric models have potential to be used also in scope of marketing analytics. By doing this, wide platform for erudite managerial decision making is created.

Keywords


Marketing engineering, Managerial decision making, Marketing management


DOI
10.12783/dtssehs/eelss2020/34626

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