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Marketing Strategy and Uncertainty
Hardcover
AccountingBusiness GeneralMarketing
ISBN13: 9780195125733
Publisher: Oxford University Press
Published: Dec 31 1998
Pages: 354
Weight: 1.75
Height: 0.86 Width: 7.67 Depth: 9.52
Language: English
coordinating marketing policy in a multiperiod framework under uncertainty
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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