Marketing Papers

Document Type

Journal Article

Date of this Version

January 1994


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.


Postprint version. Published in International Journal of Research in Marketing, Volume 11, Issue 1, January 1994, pages 91-93.
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Date Posted: 14 June 2007

This document has been peer reviewed.