Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
16FP
Dk
Decision Calculus
Family
8. Marketing Programs (III · Organization and Programs)
Era
Period 2: Planning, 1970s
Block
FP · Formulation, process
Tier
Major
Cell card
Description
Little argued that models managers will actually use must be simple, robust, easy to control, adaptive, complete on important issues, and easy to communicate with, and named this model-based approach to marketing decisions a decision calculus.
Managerial Implications
Managers use models they understand, can adjust, and that run on data they have. When adopting analytics, favor simple, transparent models whose assumptions the team can question over black boxes that are accurate but unused. Build models around the decisions managers actually make, such as budget and allocation, and let judgment calibrate the inputs. Adoption, not sophistication, determines value.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
