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Marketing engineering is nowadays considered as a progressive platform for optimizing managerial decision-making process in the context of current challenges of marketing management. Unfortunately, the practice shows that quantitative basis of this approach forms a barrier of its implementation in managerial processes traditionally based on mostly qualitative analytical apparatus. Thus, the aim of this paper is to summarize basic methodological apparatus of marketing engineering in the context of current challenges of marketing management. To achieve this, the method of literature excerption is used. It is stated that traditional econometric models have potential to be used also in scope of marketing analytics. By doing this, wide platform for erudite managerial decision making is created. Introduction Marketing is a comprehensive system combining traditional economic postulates and practices in the introjection of psychological and sociological characteristics of consumer. Historically, it is characterized by paradigmatic polarization, in which theories alternate by differently accentuating the need for econometric modelling as a baseline platform for optimizing managerial decision-making processes. Individual complicated structures of the intersection of its qualitative and quantitative aspects require not only specific professional and personal prerequisites of decision-making managers at individual management levels, but also a developed supporting instrumentation of these processes. Marketing engineering is a progressive platform for optimizing managerial decision-making processes based on the use of computer-aided modelling.

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Marketing Engineering as a Progressive Platform for Optimizing Managerial Decision-making Processes in the Context of Current Challenges of Marketing Management