Abstract:
Corporate world largely relies on empirical evidence for decision making. Decision making is
a cognitive process resulting in the choice of a particular course of action from among
options available. Strategic marketing decision making has never been easy. Strategic
marketing decisions are best taken in a scenario where all or most relevant data is available
which is ideal. Most of the times there is lack of information for empirical or factual decision
making. It is best then to rely on intuition based decision making. Intuition has also been a
key ingredient of decision making for managers in times when most relevant data is
available. This research presents strategic marketing decision making based on intuition
with some factual evidence versus intuition based on prior knowledge of the market.
