Marketing Decisions Under Uncertainty / Edition 1

Marketing Decisions Under Uncertainty / Edition 1

by Dung Nguyen
     
 

ISBN-10: 0792399641

ISBN-13: 9780792399643

Pub. Date: 08/31/1997

Publisher: Springer US

Uncertainty plays an important role in marketing decisions such as pricing, promotion, advertising and salesforce management. While there have been significant progresses made in ing marketing behaviors in a shastic environment, the work is scattered among different sources and focuses mostly on analysis of separate components of the marketing mix. Marketing

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Overview

Uncertainty plays an important role in marketing decisions such as pricing, promotion, advertising and salesforce management. While there have been significant progresses made in ing marketing behaviors in a shastic environment, the work is scattered among different sources and focuses mostly on analysis of separate components of the marketing mix. Marketing Decisions Under Uncertainty aims to address key marketing decisions under shastic conditions in a unified framework within which potential interactions among the firm's marketing efforts may take place. The book begins with static, shastic formulations of individual marketing decisions for single-product, competitive firms. While formal results are presented and analyzed, empirical, managerial and strategic implications are emphasized throughout the book.

Product Details

ISBN-13:
9780792399643
Publisher:
Springer US
Publication date:
08/31/1997
Series:
International Series in Quantitative Marketing, #6
Edition description:
1997
Pages:
315
Product dimensions:
6.10(w) x 9.25(h) x 0.03(d)

Table of Contents

Preface. Glossary of Symbols. Part 1: Background and Components of the Marketing Mix. 1. Introduction. 2. Pricing Under Uncertainty. 3. Advertising. 4. Price Promotions. 5. Salesforce Size, Compensation and Labor Heterogeneity. Part 2: Contexts for Possible Interactive Decisions. 6. Market Share and Diffusion Models. 7. Marketing, Inventory and Production Decisions. 8. Competitive Marketing Strategies. 9. Adaptive Behavior, Experimentation and Some Empirical Results. 10. Concluding Notes. References. Index.

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