Relative success of marketing decision aids: A survey

A number of analytical techniques have potential applications in marketing management. A questionnaire survey of marketing managers reveals that although the level of awareness of such techniques is high the usage made of many of them is low. Optimising techniques are generally less widely used than those concerned with aggregation of judgements. Associations in the usage of techniques appear and although limited differences between types of industry are apparent in this respect, organizational differences appear to be less significant.