On the teaching of effective decision making in marketing

Date of publication: June 1, 1976


In this paper a study will be described which attempts to investigate certain behavioral dimensions of decision making. The study consists in part of an experimental design employing a problem- solving and decision-making marketing task within the framework of a concept termed cognitive style. Out of several current research efforts both in Europe and the U.S.A. a strong relationship between cognitive style and characteristics of problem-solving behavior have been found. If the findings appear to have direct relevance to management practice, they should provide useful insights into marketing education.

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