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Overview
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.Synopsis
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 stochastic 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 stochastic conditions in a unified framework within which potential interactions among the firm's marketing efforts may take place. The book begins with static, stochastic 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.
Booknews
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.