Marketing Decisions Under Uncertainty / Edition 1

by Dung Nguyen

Overview

Remarkable advance in quantitative marketing research in the last two decades, incorporating applied microeconomic theories, operations research and management applications, has brought the field of marketing alongside with finance, accounting and productionto within an executive'sreach for a sophisticatedtoolbox for decision­ making in an increasingly competitive and complex business environment. A quick look at Marketing, a recently published book edited by Eliashberg and Lilien would indicate even to the casual reader the extent of such methodological progress made by marketing scholars. Even in such an impressive and nearly exhaustive collection oftopics, with the notable exception pointed out by the editors of applicationsof the scanner data, and in spite of the reference to it, an important omission is related to the issues ofmarketing decisions under conditions ofuncertainty. It is fairly obvious to the marketing executive and academician alike to recognize the important role uncertaintyplays in marketingdecisions such as pricing, promotion, advertising, sales force management, and others. The major purpose of this study is to address certain major marketing decision variables within the general context of an uncertain environment. While there have been significant progresses in analyzing marketing behaviors in a shastic environment,the sourcesscatteramong differentmanagementandmarketingjoumals; and to the extent that these issues are addressed at all, they have aimed mainly at each separate, specifictopic at a time. Thus, our effort to bring these studies together in the same framework should facilitate our in-depth analysis of these important phenomena.

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

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.- 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.- Index 311.

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.

Booknews