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Excerpt from Implementation of Management Science in Marketing
Marketing, as a management decision area, has been a substantial laggard in the application of management science. While production and finance grew to maturity in terms of management science approaches to problem solving during the 1950's and early l96o's, marketing only now seems on the verge of very rapid and significant development. In fact, marketing might well be described as a new frontier for the application of management science. Many problems remain to be structured and there is considerable need for creative new technical approaches. Many examples of these needs have been introduced in the preceding chapters of this book.
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