Dr. Elizabeth F. Dunn was the Senior Management Consultant in the Department of Marketing at the Greenfield Research Center at Thomas Jefferson University in the 1990s. She also co-authored one of the chapters of Contemporary Marketing Practice with Jerry (Yoram) Wind in the late 1980s.
The chapter proposes an alternative to the decision calculus approach to marketing mix determination. The analytic hierarchy process is the model employed for the generation and evaluation of creative marketing mix strategies. The benefits and possibilities of further research are also discussed.