Marketing Education/ The Dynamic Business School
In the workplace, marketing managers routinely deal with decision making. The application of Marketing Science to business decision making requires critical thinking in the form of sensitivity analysis to avoid bad outcomes. This paper deals with building quantitative analysis models that must be tested with sensitivity analysis. Two examples, one an advertising mix decision and a second a price and quality tradeoff decision. These examples are offered as illustrations of applying critical thinking thorough sensitivity analysis to make good marketing decisions.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Wathen, Samuel and Latta, Michael, "Teaching Marketing Science With Sensitivity Analysis" (2013). Association of Marketing Theory and Practice Proceedings 2013. 33.