Marketing Strategy and Uncertainty
By Sharan Jagpal.
Description
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 uncertaintychoosing optimal policy when the data contain measurement errordesigning new products when consumers have heterogeneous attitudes to risk and uncertain perceptionsselecting personnel and measuring performance in multiproduct fir...
ISBN(s)
0195125738, 9780195125733
