Marketing: Policy Statement

Author(s): R. Dale Wilson

Source: Interfaces, Vol. 12, No. 5 (Oct., 1982), pp. 10-11
Published by: INFORMS
Stable URL: http://www.jstor.org/stable/25060313
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Marketing:
Policy Statement
R. Dale Wilson BBDO, Inc.
383 Madison Avenue
New York, New York 10017

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The area of marketing offers a wide
MS/OR literature). Additionally, I encour
range of potential applications of age the submission of high-quality MS/OR
MS/OR methods. Literally hundreds applications that failed in their implemen
tation (How's that for a break with tradi
(perhaps even thousands!) of real-world,
managerially-relevant problems in contion?) if the reasons for that failure are
temporary marketing beg for attention clearly laid out and thoroughly analyzed.
from properly applied technology. My Although not intended to exhaust the
task as Functional Editor in Marketing will
list of possibilities, the following list of
be to identify and, in some cases, seek out
topics illustrates the range of applications
the most interesting, high quality, andsuitable for the marketing component of
useful MS/OR applications for publication
Interfaces: marketing planning, new prod
in Interfaces. uct decisions (including product design
My hope is that the phrase "MS/ORmodeling), sales force modeling, product
applications in marketing" will be interlife cycle modeling, advertising media and
preted broadly and that potential con other advertising decisions, product pric
tributors to Interfaces will submit articlesing, market response modeling, and sales
covering a wide range of technical appli forecasting models. Other desirable topics
cations. As always, we will be looking for are the coordination of marketing and
new solutions to old problems but I other business disciplines (for instance,
would particularly like to publish manu R&D, financial management), large-scale
scripts dealing with new problems (or atmarketing decision support systems,
least those not treated in the "traditional"
model testing and validation, the use of
Copyright ? 1982, The Institute of Management Sciences MARKETING
0092-2102/82/1205/0010$01.25

INTERFACES 12: 5 October 1982 (pp. 10-11)

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MARKETING

MS/OR techniques in legal cases, applica posais for articles, or finished manu
tions of multiple criteria decision making, scripts. In keeping with the tradition of
and recent advances in applying artificial Interfaces, we want (and need!) the par
intelligence to marketing situations. ticipation of TIMS/ORSA members.
Because part of the contribution of
modeling to the contemporary organiza
tion includes cost savings, at least some of
the marketing articles appearing in Inter
faces should reflect this. In fact, the past
strength of Interfaces has been in MS/OR
applications that identify areas for cost
savings. However, we should not over
look the other side of the equation: the
application of marketing models in iden
tifying, assessing, and exploiting oppor
tunities in the marketplace. I hope that, in
the future, Interfaces will have a balance of
quality articles in the cost savings and
the opportunity phases of marketing
modeling.
The criteria used to evaluate an applica
tion submitted for publication include:
(1) the importance of the problem; (2) the
suitability of the method(s) used in at
tempting to solve the problem; and (3) the
implementation experience. Obviously,
the overall quality of the work as well as
its "fit" with Interfaces will be taken into
account, as will its length and readability.
The success of any journal is a function
of the quantity and quality of the manu
scripts submitted to it, and Interfaces is no
exception. To increase marketing's con
tribution to the journal, we need the sup
port of MS/OR professionals working in
the field of marketing. More clearly put:
Give us a chance to publish your work. I
feel sure that the MS/OR community will
benefit as a result of your efforts. We ea
gerly await your contributions to Inter
faces, whether they be suggestions, pro

October 1982 11

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