The Competitive Marketing Simulator -- A New Management Tool, California Management Review
Of all the functional areas, marketing has been marked by the least analytical progress. This is not due to executive apathy, but to the difficult nature of marketing decisions. This new model should suggest better ways to conceptualize marketing.
Kotler, Philip. 1965. The Competitive Marketing Simulator -- A New Management Tool. California Management Review. 7(3): 49-60.