Marketing Papers
Document Type
Journal Article
Date of this Version
January 1994
Abstract
Wensley (1994) makes three key points. First, it is worthwhile to conduct empirical studies of the value of management techniques. Second, managers probably misuse portfolio methods. Third, the Armstrong and Brodie study is flawed. We agree with all three points.
COinS
Date Posted: 14 June 2007
This document has been peer reviewed.
Comments
Postprint version. Published in International Journal of Research in Marketing, Volume 11, Issue 1, January 1994, pages 91-93.
Publisher URL: http://dx.doi.org/10.1016/0167-8116(94)90037-X