Marketing Strategy and Uncertainty
Autor Sharan Jagpalen Limba Engleză Hardback – 3 mar 1999
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 employees ability is unobservable
designing optimal incentive schemes for decentralized multilevel organizations, multidivisional firms, and multinational corporations
Marketing Strategy and Uncertainty is unique in content, form, and depth of coverage. It has been successfully class-tested in MBA and Executive Education programs at Columbia University, Rutgers University, and the International University of Japan and is ideal for courses in marketing management, strategy, sales force management, and advertising. 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.
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Specificații
ISBN-13: 9780195125733
ISBN-10: 0195125738
Pagini: 352
Ilustrații: line figures, tables
Dimensiuni: 195 x 242 x 22 mm
Greutate: 0.79 kg
Ediția:New.
Editura: Oxford University Press
Colecția OUP USA
Locul publicării:New York, United States
ISBN-10: 0195125738
Pagini: 352
Ilustrații: line figures, tables
Dimensiuni: 195 x 242 x 22 mm
Greutate: 0.79 kg
Ediția:New.
Editura: Oxford University Press
Colecția OUP USA
Locul publicării:New York, United States
Descriere
This book develops a unique valuation approach to marketing and focuses on fundamental and currently neglected strategic problems. The book uses both the economic and finance paradigms to develop analytical models which can be empirically implemented while allowing for such elusive problems as the unobservability of consumer decision processes, uncertain consumer perceptions, economies of scope, and the endemic problem of measurement error. The topics coveredinclude: new product policy to achieve both engineering and marketing efficiency, multiperiod pricing when both demand and cost are uncertain, measuring the dynamic effects of multilevel decentralized organizations, measuring the learning and unobservable ability of workers and managers in multidivisionalfirms, and compensating country managers in decentralized multinational corporations.