000 04485nam a22006015i 4500
001 978-1-4615-6209-2
003 DE-He213
005 20210420092114.0
007 cr nn 008mamaa
008 121227s1997 xxu| s |||| 0|eng d
020 _a9781461562092
_9978-1-4615-6209-2
024 7 _a10.1007/978-1-4615-6209-2
_2doi
050 4 _aHF4999.2-6182
050 4 _aHD28-70
072 7 _aKJ
_2bicssc
072 7 _aBUS042000
_2bisacsh
072 7 _aKJ
_2thema
082 0 4 _a650
100 1 _aDung Nguyen.
_eauthor.
_4aut
_4http://id.loc.gov/vocabulary/relators/aut
245 1 0 _aMarketing Decisions Under Uncertainty
_h[electronic resource] /
_cby Dung Nguyen.
250 _a1st ed. 1997.
264 1 _aNew York, NY :
_bSpringer US :
_bImprint: Springer,
_c1997.
300 _aXIV, 315 p.
_bonline resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
490 1 _aInternational Series in Quantitative Marketing,
_x0923-6716 ;
_v6
505 0 _a1: 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.
520 _aRemarkable 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.
650 0 _aBusiness.
650 0 _aManagement science.
650 0 _aMarketing.
_925766
650 0 _aMicroeconomics.
650 0 _aManagement.
650 1 4 _aBusiness and Management, general.
_0https://scigraph.springernature.com/ontologies/product-market-codes/500000
650 2 4 _aMarketing.
_0https://scigraph.springernature.com/ontologies/product-market-codes/513000
_925766
650 2 4 _aMicroeconomics.
_0https://scigraph.springernature.com/ontologies/product-market-codes/W31000
650 2 4 _aManagement.
_0https://scigraph.springernature.com/ontologies/product-market-codes/515000
710 2 _aSpringerLink (Online service)
773 0 _tSpringer Nature eBook
776 0 8 _iPrinted edition:
_z9780792399643
776 0 8 _iPrinted edition:
_z9781461378471
776 0 8 _iPrinted edition:
_z9781461562108
830 0 _aInternational Series in Quantitative Marketing,
_x0923-6716 ;
_v6
856 4 0 _uhttps://s443-doi-org.br.lsproxy.net/10.1007/978-1-4615-6209-2
912 _aZDB-2-SBE
912 _aZDB-2-SXBM
912 _aZDB-2-BAE
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