Abstract
Models for decisions under uncertainty are reviewed and the use of expected utility is recommended. A general framework for choosing between discrete marketing policy alternatives is developed, allowing for different non-Gaussian probability distributions of market response functions to be assumed. An example of an actual application is presented.
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Sarel, D., Yassour, J. Choosing between discrete marketing policy alternatives under uncertain market response conditions. JAMS 12, 69–84 (1984). https://doi.org/10.1007/BF02729488
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DOI: https://doi.org/10.1007/BF02729488