Marketing strategy and uncertainty / Sharan Jagpal.

Format:

Book

Author/Creator:

Jagpal, Sharan, 1947-

Language:

English

Subjects (All):

Marketing.

Strategic planning.

Marketing--Management.

Marketing--Decision making.

Physical Description:

xvii, 334 pages : illustrations ; 25 cm

Place of Publication:

New York : Oxford University Press, 1999.

Summary:

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.

Contents:

Pricing under uncertainty and heterogeneity ; Consumer behaviour ; Advertising budgeting in a competitive and uncertain environment ; Media planning in a dynamic and uncertain environment ; The personal selling decision in a dynamic and uncertain environment ; Domestic and international marketing strategy in an uncertain environment.

Notes:

Includes bibliographical references (pages 315-323) and indexes.

ISBN:

0195125738

9780195125733

OCLC:

38573059

Online:

Publisher description