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Marketing Decisions Under Uncertainty

  • Dung Nguyen

Part of the International Series in Quantitative Marketing book series (ISQM, volume 6)

Table of contents

  1. Front Matter
    Pages i-xiv
  2. Background and Components of the Marketing Mix

    1. Front Matter
      Pages 1-1
    2. Dung Nguyen
      Pages 3-21
    3. Dung Nguyen
      Pages 23-57
    4. Dung Nguyen
      Pages 59-88
    5. Dung Nguyen
      Pages 89-127
  3. Contexts for Possible Interactive Decisions

    1. Front Matter
      Pages 167-167
    2. Dung Nguyen
      Pages 169-202
    3. Dung Nguyen
      Pages 237-270
    4. Dung Nguyen
      Pages 305-309
  4. Back Matter
    Pages 311-315

About this book

Introduction

Remarkable 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.

Keywords

Advertising Import Management Marketing Sales production strategy

Authors and affiliations

  • Dung Nguyen
    • 1
  1. 1.University of PittsburghUSA

Bibliographic information

  • DOI https://doi.org/10.1007/978-1-4615-6209-2
  • Copyright Information Kluwer Academic Publishers 1997
  • Publisher Name Springer, Boston, MA
  • eBook Packages Springer Book Archive
  • Print ISBN 978-1-4613-7847-1
  • Online ISBN 978-1-4615-6209-2
  • Series Print ISSN 0923-6716
  • Buy this book on publisher's site