Beyond matrices and black-box algorithms: setting marketing priorities with Marketing Strategy Conferences

Abstract

SummaryWith this paper, we introduce the Marketing Strategy Conference approach to set strategic marketing priorities effectively and allocate marketing-related resources accordingly. The system is based on managerial preference modelling with a decision model (analytical side) and communication-enhancing strategy conferencing (interactive side). After a review of alternative resource allocation frameworks, as over-the-thumb approaches, matrix-based analyses, statistical analyses or management science models, we analyse existing analytical, behavioural and organisational impediments to effective marketing resource allocation.Addressing some of this impediments, this papers outlines two Marketing Strategy Conference cases, which we carried out for the pharmaceutical, Schering Argentina.-3-