| In this programme marketing phenomena are studied from a decision makingperspective. Decision processes are underlying the observed behaviour of theactors (buyers, suppliers, distributors and competitors) in marketingsituations.Theories from several disciplines are being used to study decisionmaking processes in marketing and for the development of marketing managementsupport systems, with three purposes:*to explain the decisions and choicesactually made and to determine the effects of cognitive, cultural, social,economic and risk factors on the decision making process.*to makerecommendations for influencing buyers' and other parties' decisions by meansof marketing instruments such as brands, advertising, communication and servicefactors.*to support managerial decision making in marketing, especially bymeans of data- and knowledge-oriented marketing management support tools.Theprogramme consists of four subprogrammes:1. Managerial decision making inmarketing management2. Marketing management support systems.3. Decisionmaking in marketing and corporate communication4. Consumer decision makingwith respect to products and servicesThe research group works closelytogether with parties from practice, as such offering the best conditions forimplementation. Also through executive courses, workshops and consultingprojects the results will be communicated to practice. The work is gettingpublished in the top journals in the field. |
