Marketing Strategy and Uncertainty / Edition 1

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This first-of-its-kind book develops a rigorous integrated theory of marketing under uncertainty. Cutting across traditional functional boundaries, the author develops behaviorally rich and empirically implementable solutions to fundamental but previously neglected strategic problems including:
coordinating marketing policy in a multiperiod framework under uncertainty choosing optimal policy when the data contain measurement error designing new products when consumers have heterogeneous attitudes to risk and uncertain perceptions selecting personnel and measuring performance in multiproduct firms when employees ability is unobservable designing optimal incentive schemes for decentralized multilevel organizations, multidivisional firms, and multinational corporations
Marketing Strategy and Uncertainty is unique in content, form, and depth of coverage. It has been successfully class-tested in MBA and Executive Education programs at Columbia University, Rutgers University, and the International University of Japan and is ideal for courses in marketing management, strategy, sales force management, and advertising. The book's integrative approach to strategic decision making will appeal primarily to readers in marketing, but also in economics, finance, organization management, and industrial organization. Because of its unique presentation style, Marketing Strategy and Uncertainty is a must-read for students, executives, and researchers.

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Product Details

  • ISBN-13: 9780195125733
  • Publisher: Oxford University Press, USA
  • Publication date: 12/31/1998
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 352
  • Product dimensions: 9.50 (w) x 7.70 (h) x 0.90 (d)

Meet the Author

Rutgers University
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Table of Contents

Foreword, Harry Markowitz
1. Strategic Pricing in a Dynamic Environment
1. Basic Pricing Concepts
2. Market Share and Strategic Pricing
3. Cost Dynamics
4. Demand Dynamics
5. Cost and Demand Dynamics
6. Model Extensions
7. Conluding Remarks
Appendix A. Comparison of Strategic and Myopic Pricing Plans in the Presence of Experience Effects
Appendix B. Comparison of Strategic and Myopic Pricing Plans in the Presence of Demand Dynamics
Appendix C. Comparison of Strategic and Myopic Pricing Plans: Cost Dynamics and Demand Dynamics
2. Pricing Under Undercertainty and Hetereogeneity
1. Pricing Under Uncertainty: Break-even Pricing
2. Pricing Under Uncertainty: Some Refinements
3. Pricing Under Uncertainty: The Multiperiod Case
4. Bundling
5. Pricing Using Coupons: A One-Period Model
6. Pricing Using Coupons: A Multiperiod Model
7. Price Skimming
8. Concluding Remarks
3. Consumer Behavior: A Theoretical Perspective
1. A Lancasterian Model: Homogeneous Perceptions
2. The Lancasterian Model: Some Refinements
3. Prospect Theory and a Hybrid Model of Consumer Behavior
4. The Effect of Uncertainty
5. Concluding Remarks
4. Consumer Behavior: An Empirical Perspective
1. Limited Information
2. Conjoint Analysis: Basic Methodology
3. Conjoint Analysis: A Review and Some Refinements
4. Conjoint Analysis: A Behavioral Perspective
5. The Measurement of Perceptions
6. An Integrated Preference Model
7. Concluding Remarks
5. Channels of Distribution
1. The Manufacturer-Distribution Channel
2. Channel Heterogenity
3. New Product Introduction: A Single-Period Model
4. New Product Introduction: A Multiperiod Model
5. Concluding Remarks
6. Advertising Budgeting in a Competitive and Uncertain Environment
1. Choosing Advertising Budgets Under Certainty
2. Choosing Price and Advertising Under Certainty
3. Choosing Price and Advertising Under Uncertainty: The Single-Period Case
4. Choosing Price and Advertising Under Uncertainty: The Multiperiod Case
5. Choosing Advertising Policy Under Uncertainty: The Multiproduct Case
6. A Duopoly Model of Advertising Under Uncertainty
7. Determining Advertising Productivity: Empirical Issues
8. The Advertising Timing Decision: Pulsing
9. A Multiproduct Advertising Goodwill Model Under Uncertainty
10. Concluding Remarks
7. Media Planning in a Dynamic and Uncertain Environment
1. The Media Message Decision
2. The Media Mix Decision
3. Uncertainty in Advertising Rates
4. Concluding Remarks
8. The Personal Selling Decision in a Dynamic and Uncertain Environment
1. The Certainty Case
2. The Uncertainty Case: Basic Model
3. The Uncertainty Model: Single-Period Extensions
4. The Hierarchy Problem in a Multiproduct Firm
5. Model Extentions: Multiperiod Effects
6. Satisfaction-Based Compensation Contracts
7. Sales Force Selection
8. Sales Force Training
9. The Sales Force Turnover Problem
10. Measuring Ability and Rewarding Performance
11. Model Extensions and Refinements
12. Concluding Remarks
9. Choosing Domestic and International Marketing Strategy in an Uncertain Environment
1. Domestic Marketing Strategy
2. International Marketing Strategy
10. Conclusion

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  • Anonymous

    Posted January 8, 2004

    Taking the fluff out of Marketing!!

    This book, in my humble opinion, is sheer genius!! It is certainly not for the faint of heart or the weak of mind. The author proposes a rigorous, quantitative approach to making crucial strategic marketing decisions. The thought process and logic that is presented here, is something that is woefully missing in many of today's corporate boardrooms. His approach to salesforce compensation and management takes into account the heterogeneity that naturally exists when you bring differnt people together and the empirical approach to resolving the strategic decision of how to select, compensate and manage a saleforce across a business's customer segments is one that should be embraced by managers that truly want to maximize sales effort while developing deep and strong customer relationsships. A must read for sales and marketing managers particularly in the B2B space. To fully appreciate Prof. Jagpal's work, one should take the course that he teaches on this subject at Rutgers University in Newark, NJ and Beijing, China.

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