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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Multiple Marketing Goals and Multiple Marketing Instruments
verfasst von : Beheruz N. Sethna
Erschienen in: Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference
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In this paper, the theory of macroeconomic policy is applied to the problem of achieving multiple marketing goals with multiple marketing instruments. It is shown how a rigorous analysis can validate some intuitively acceptable marketing beliefs, and how violation of the principles can lead to very undesirable results. Some major advantages of this approach are that it provides a dynamic analysis rather than a comparative-static one (i.e., it tells the manager not merely where to go, but also how to get there) and that it effectively incorporates macroeconomic principles into the theory and practice of marketing.