Modelling in marketing: explicating subjective knowledge

Considers definitions of issues, stating that they derive from the schemata of beliefs, values and attitudes with which an individual construes events, providing subjective knowledge and experience. Looks at the problems which subjective knowledge presents for the management science consultant in providing a correct “model” for his/her client. Suggests that, if such a model where developed correctly, the individual who benefit in being able to learn more about their organizational world.