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Books > Business & Economics > Economics > Microeconomics
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Marketing Decisions Under Uncertainty (Paperback, Softcover reprint of the original 1st ed. 1997)
Loot Price: R5,588
Discovery Miles 55 880
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Marketing Decisions Under Uncertainty (Paperback, Softcover reprint of the original 1st ed. 1997)
Series: International Series in Quantitative Marketing, 6
Expected to ship within 10 - 15 working days
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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 applicationsofthe 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 stochastic 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.
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