Marketing decisions under uncertainty / Dung Nguyen.

Format:

Book

Author/Creator:

Nguyen, Dung.

Series:

International series in quantitative marketing

Language:

English

Subjects (All):

Marketing--Decision making.

Marketing.

Marketing--Decision making--Mathematical models.

Marketing research.

Marketing research--Mathematical models.

Uncertainty--Mathematical models.

Uncertainty.

Physical Description:

xiv, 315 pages : illustrations ; 25 cm.

Place of Publication:

Boston : Kluwer Academic, [1997]

Summary:

Uncertainty plays an important role in marketing decisions such as pricing, promotion, advertising and salesforce management. While there have been significant progresses made in ing marketing behaviors in a stochastic environment, the work is scattered among different sources and focuses mostly on analysis of separate components of the marketing mix. Marketing Decisions Under Uncertainty aims to address key marketing decisions under stochastic conditions in a unified framework within which potential interactions among the firm's marketing efforts may take place. The book begins with static, stochastic formulations of individual marketing decisions for single-product, competitive firms. While formal results are presented and analyzed, empirical, managerial and strategic implications are emphasized throughout the book.

Contents:

Part 1 Background and Components of the Marketing Mix 1

2 A General Deterministic, Static Framework 6

3 A Stochastic Framework: Statics 9

4 A Stochastic Framework: Dynamics 11

2. Pricing Under Uncertainty 23

2 Single-Product Pricing: Static Analysis 24

3 Multiple-Product Pricing 36

4 Optimal Pricing in a Dynamic Context 41

5 Dynamics: Other Development 46

3. Advertising 59

2 Single-Product Advertising: Static Models 60

3 Multi-brand Advertising 70

4 Dynamics 79

4. Price Promotions 89

2 The Monopolistic Firm's Price Discount Decisions 90

3 Monopolistically Competitive Equilibrium and Some Empirical Evidence 99

4 A Stochastic Cyclic Pricing Model 103

5 Resale Price Maintenance 111

6 Persistence of Price Differences even when Consumers Learn 120

5. Salesforce Size, Compensation and Labor Heterogeneity 129

2 Static Salesforce Size 130

3 The Salesforce Compensation 140

4 Heterogeneous Salesforce: Other Development 152

Part 2 Contexts for Possible Interactive Decisions 167

6. Market Share and Diffusion Models 169

2 Some Market Share Models 170

3 The MCI Models 175

4 Random Utility and MNL Models 180

5 Diffusion Models under Uncertainty 190

7. Marketing, Inventory and Production Decisions 203

2 Product Quality and Federal Marketing Orders 204

3 Marketing-Inventory-Production 211

4 Production Decisions 217

5 Long-Run Decisions: Investment 229

8. Competitive Marketing Strategies 237

2 The Deterministic Framework 238

3 Competitive Pricing Decisions 247

4 Competitive Advertising 252

5 Product Competition 260

9. Adaptive Behavior, Experimentation and Some Empirical Results 271

2 Parameter Uncertainty 272

3 Output Decisions as an Experiment 276

4 An Adaptive Advertising Model 278

5 Simulations 287

6 Econometric Approaches 290.

Notes:

Includes bibliographical references and index.

ISBN:

0792399641

OCLC:

36994891