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Books > Business & Economics > Business & management > Management & management techniques > Management decision making
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Evaluating Marketing Actions and Outcomes (Hardcover, New)
Loot Price: R4,003
Discovery Miles 40 030
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Evaluating Marketing Actions and Outcomes (Hardcover, New)
Series: Advances in Business Marketing and Purchasing
Expected to ship within 12 - 17 working days
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What's really happening? For an organization this question contains
at least four sub issues: What actions are being done now help to
increase the organization's performance? What actions are wasted
motions - what are we doing that does not contribute and wastes our
time? What actions harm the organization's performance - what
actions are counterproductive in helping the organization achieve
what really needs to be accomplished? What actions are we not doing
now but really should be doing to increase the organization's
performance? A fifth, related, sub issue is how to go about finding
out what is really happening-what research methods should
executives use, as well as avoid using, to go about finding this
out. Executive thinking differs fundamentally from scientific
thinking in fundamental ways. Scientists and academic researchers
are able to choose the problem, whereas in organizations, the
problems (and symptoms of problems) are often thrust upon the
executive. Scientists focus on a limited number of problems at a
time, whereas executives are confronted with a vast number of
potential problems and a myriad of possible presentation problem
frames. Scientists have the relative luxury of time to explore the
problem at hand, whereas executives, particularly CEOs, do not. The
intention is for this volume to be read by executives wanting to
learn how to reduce overconfidence, and to become more mindful, in
making decisions and in learning how to scientifically evaluate the
quality of outcomes that follow from implementing decisions.
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