Marketing strategy and uncertainty
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xvii, 334 pages : 25 cm
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 employee ability is unobservable; and designing optimal incentive schemes for decentralized multilevel organizations, multidivisional firms, and multinational corporations
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
Includes bibliographical references (pages 315-323) and indexes
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 employee ability is unobservable; and designing optimal incentive schemes for decentralized multilevel organizations, multidivisional firms, and multinational corporations
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
Includes bibliographical references (pages 315-323) and indexes
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urn:oclc:record:1194435843
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