Abstract
Contingency planning and the putting into effect of those plans when former decisions become inappropriate is a regular and significant aspect of the job of the marketing manager. However, the writers of our case texts in marketing management focus heavily on decision making with scant attention given to implementation and contingency planning as a subset of it. This work calls attention to this deficiency and, most importantly, presents a model to aid instructor and manager alike in the process of coping with the uncertainties associated with the invetiable contingencies that arise after the decision is made.
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Berens, J.S. (2015). Beyond Decision Making: A Model for Contingency Planning in Marketing Problem Solving and Case Analysis. In: Malhotra, N. (eds) Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16943-9_27
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DOI: https://doi.org/10.1007/978-3-319-16943-9_27
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16942-2
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