Essays on Managerial Judgment in Strategic Marketing Research Proposal

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The paper "Managerial Judgment in Strategic Marketing" is an outstanding example of a management research proposal.   This research examines the different aspects of managerial judgment and its relation to strategic marketing. This interaction is critical if a company is to achieve maximum use of its competitive advantage for the highest attainable profit margins and high customer ratings. This research will examine this interaction and identify areas that need to be worked on to achieve the company’ s objectives. This research will achieve this through the help of a hybrid approach which involves mostly qualitative methods of research with a grounded theoretical bias and quantitative methods of research where especially statistical data will inform the process of analysis and drawing conclusions. MANAGERIAL JUDGMENT IN STRATEGIC MARKETING INTRODUCTION Management Judgment determines the success of a company’ s strategic marketing policy.

Strategic marketing is viewed by several companies as a critical part of their operations. It is in most cases not considered as a management function. In recent years, marketing has increasingly been viewed as a management function of a company. (American Marketing Association, 2007) Strategic marketing is all about identifying areas where the company has a competitive advantage over the rest of the players in that sector of the market and using the available resources to ensure that this advantage is used for the achievement of the company’ s goals; chief among which is maximizing profits.

This makes it such an important aspect of a company’ s operations that it needs to be deliberated on at the managerial level. This is because management deals with the allocation and control of resources (Mason and Swanson 1979). If strategic marketing is to be given the due consideration it deserves, then it must be handled at the management level. One of the most important aspects of management is Judgment.

Judgment refers to making a decision on what should be done. Decisions play a very vital role in management. (Goodwin & Wright, 2004) Therefore management judgment has a direct relation with strategic marketing.

References

Books

Kardes, F. (2001). Consumer Behavior and Managerial Decision Making. USA: Prentice Hall; 2 edition.

Orville C. Walker, Jr. and John W. Mullins, Marketing Strategy: A Decision-Focused Approach, 7th edition, McGraw-Hill/Irwin, 2011.

Damien McLoughlin, David A. Aaker 2010, Strategic Market Management: Global Perspectives 3rd Edition. John Wiley and Sons

David A. Aaker, 1988, Strategic Marketing Management 2nd Edition Wiley

Michael Baker, 2008. The Strategic Marketing Place Audit, Cambridge Strategy Publications.

Paul Goodwin, George Wright 2004, Decision analysis for management judgment 3rd Edition illustrated, John Wiley & Sons.

Richard O. Mason and E. Burton Swanson 1979. “Measurement for Management Decision: A Perspective”, reprinted from the California Management Review, Vol 21, No 3 accessed at http://www. mdm.gwu.edu/forman/Chapter8.pdf on January 19, 2012

Journals

Adcock, Dennis; Al Halborg, Caroline Ross 2001, Marketing: principles and practice (4th ed.) Financial Times/Prentice Hall

John Hagel III, John Seely Brown (2005). The Only Sustainable Edge: Why Business Strategy Depends On Productive Friction And Dynamic Specialization 1st Edition Harvard Business Review Press

Hailstone, J. (2000). The Decision-making Pocketbook. USA: Management Pocketbooks

Websites

American Marketing Association, 2007, Definition of Marketing. Accessed at http://www.marketingpower.com/Community/ARC/Pages/Additional/Definition/default.aspx on January 19, 2012

Business Dictionary 2012, accessed at http://www.businessdictionary.com/definition/strategic-management.html on January 19, 2012

Legewie, Heiner & Schervier-Legewie, Barbara (September 2004). "Forschung ist harte Arbeit, es ist immer ein Stück Leiden damit verbunden. Deshalb muss es auf der anderen Seite Spaß machen". Anselm Strauss interviewed by Heiner Legewie and Barbara Schervier-Legewie. Forum: Qualitative Social Research On-line Journal, 5(3), Art. 22. Interview as MP3 audio (english) / edited German translation of interview. Accessed at http://www.qualitative-research.net/fqs-texte/3-04/04-3-22-e.htm on January 19, 2012

Leo Lingham 2006 Marketing/strategic marketing accessed at http://en.allexperts.com/q/Marketing-1090/Strategic-marketing.html on January 19, 2012

Glaser BG, 1998. Doing Grounded Theory - Issues and Discussions. Sociology Press. Accessed at http://www.sociologypress.com/books/classic_series/doing_the_grounded_theory.htm on January 19, 2012

JC Spender, LUBS & CUSM, Managerial Practice: Shaping the reasoning and Imaging of Others accessed at www.jcspender.com/uploads/Managerial_Practice_v6.pdf on January 19, 2012

Donna T. Mayo, Evangelos Grigoroudis, Constantin Zopoundis 2012, Strategic Planning Tools, Reference for Business Encyclopedia of Business, 2nd ed. Accessed at http://www.referenceforbusiness.com/management/Sc-Str/Strategic-Planning-Tools.html on January 19, 2012

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