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Management Science in Marketing: Status and Prospects

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  • Melvin Anshen

    (Carnegie Institute of Technology)

Abstract

The practice of administration in marketing has been handicapped by a type of cultural lag. In every phase of marketing operations the application of systematic methodology to the management task has trailed by approximately one generation the experience in the field of production. Recognition of the causes of this lag helps to explain the current state of management science in marketing and will contribute to an understanding of future prospects and opportunities. This understanding has relevance for advances in the science and its application, on one hand, and in management's willingness and ability to use a scientific approach to making marketing decisions, on the other.

Suggested Citation

  • Melvin Anshen, 1956. "Management Science in Marketing: Status and Prospects," Management Science, INFORMS, vol. 2(3), pages 222-231, April.
    • Handle: RePEc:inm:ormnsc:v:2:y:1956:i:3:p:222-231
    DOI: 10.1287/mnsc.2.3.222
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    Cited by:

    1. Donald G. Morrison & Jagmohan S. Raju, 2004. "50th Anniversary Article: The Marketing Department in Management Science: Its History, Contributions, and the Future," Management Science, INFORMS, vol. 50(4), pages 425-428, April.

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