Management Science and Marketing Science

This paper considers the contributions which management science has made toward the development of a science of marketing. It is convenient to appraise the present situation in decision theory terms. Insight and understanding are fostered by differentiating the difficulties encountered by management science in marketing from those in production. The two-culture problem, and its inhibiting effect upon advancements in marketing science, is discussed. The concluding section of the paper suggests some steps that might be rewarding if implemented in the future.