Association of Marketing Theory and Practice Proceedings 2013

Document Type

Conference Proceeding

Conference Track

Marketing Education/ The Dynamic Business School

Publication Date



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.

About the Authors

Samuel Wathen Professor of Management and Decision Sciences, Coastal Carolina University PhD in Operations Management University of Minnesota MBA Oklahoma State University MS in Forestry Virginia Tech BS in Forestry University of Illinois.

Michael Latta Associate Dean and Professor of Marketing, Coastal Carolina University PhD in Industrial and Organizational Psychology Iowa State University MS in Industrial and Organizational Psychology Iowa State University BS in Psychology Illinois State University

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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Marketing Commons