Marketing Decisions Under Uncertainty / Edition 1

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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.

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Editorial Reviews

Covers a variety of subjects within the context of an uncertain economic environment, including pricing, advertising, promotions, salesforce size and compensation, market share and diffusion models, inventory and production decisions, and adaptive behavior. Nguyen (economics, U. of Pittsburgh) does not attempt to encapsulate all the current literature on the subject, but instead emphasizes topics on which he has done original research and which he feels are most relevant to a manager's perspective. Annotation c. by Book News, Inc., Portland, Or.
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Product Details

  • ISBN-13: 9780792399643
  • Publisher: Springer US
  • Publication date: 8/31/1997
  • Series: International Series in Quantitative Marketing, #6
  • Edition description: 1997
  • Edition number: 1
  • Pages: 315
  • Product dimensions: 9.21 (w) x 6.14 (h) x 0.81 (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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