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Management Science and Marketing Science

Name: Management Science and Marketing Science
Creator: Martin Kenneth Starr

descriptionPublicationkeyboard_double_arrow_right Article 01 Apr 1964 English Publisher:Institute for Operations Research and the Management Sciences (INFORMS)Journal:Management Science, volume 10, pages 557-573 (issn: 0025-1909, eissn: 1526-5501,

Authors: Martin Kenneth Starr;

doi: 10.1287/mnsc.10.3.557

Management Science and Marketing Science

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Abstract

This paper considers the contributions which management science has made toward the development of a science of marketing. It is convenient to appraise the present situation in decision theory terms. Insight and understanding are fostered by differentiating the difficulties encountered by management science in marketing from those in production. The two-culture problem, and its inhibiting effect upon advancements in marketing science, is discussed. The concluding section of the paper suggests some steps that might be rewarding if implemented in the future.

Related Organizations

King’s University
United States

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