Management Science in Marketing: Status and Prospects

The practice of administration in marketing has been handicapped by a type of cultural lag. In every phase of marketing operations the application of systematic methodology to the management task has trailed by approximately one generation the experience in the field of production. Recognition of the causes of this lag helps to explain the current state of management science in marketing and will contribute to an understanding of future prospects and opportunities. This understanding has relevance for advances in the science and its application, on one hand, and in management's willingness and ability to use a scientific approach to making marketing decisions, on the other.