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Marketing Decisions Under Uncertainty

  • Book
  • © 1997

Overview

Authors:
  1. Dung Nguyen

    1. University of Pittsburgh, USA

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

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Table of contents (10 chapters)

  1. Front Matter

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

    1. Front Matter

      Pages 1-1
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    2. Introduction

      • Dung Nguyen
      Pages 3-21

    3. Pricing Under Uncertainty

      • Dung Nguyen
      Pages 23-57

    4. Advertising

      • Dung Nguyen
      Pages 59-88

    5. Price Promotions

      • Dung Nguyen
      Pages 89-127

    6. Salesforce Size, Compensation and Labor Heterogeneity

      • Dung Nguyen
      Pages 129-166

  3. Contexts for Possible Interactive Decisions

    1. Front Matter

      Pages 167-167
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    2. Market Share and Diffusion Models

      • Dung Nguyen
      Pages 169-202

    3. Marketing, Inventory and Production Decisions

      • Dung Nguyen
      Pages 203-235

    4. Competitive Marketing Strategies

      • Dung Nguyen
      Pages 237-270

    5. Adaptive Behavior, Experimentation and Some Empirical Results

      • Dung Nguyen
      Pages 271-303

    6. Concluding Notes

      • Dung Nguyen
      Pages 305-309

  4. Back Matter

    Pages 311-315
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Keywords

About this book

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.

Authors and Affiliations

  • University of Pittsburgh, USA

    Dung Nguyen

Bibliographic Information

  • Book Title: Marketing Decisions Under Uncertainty

  • Authors: Dung Nguyen

  • Series Title: International Series in Quantitative Marketing

  • DOI: https://doi.org/10.1007/978-1-4615-6209-2

  • Publisher: Springer New York, NY

  • eBook Packages: Springer Book Archive

  • Copyright Information: Springer Science+Business Media New York 1997

  • Hardcover ISBN: 978-0-7923-9964-3Published: 31 August 1997

  • Softcover ISBN: 978-1-4613-7847-1Published: 12 October 2012

  • eBook ISBN: 978-1-4615-6209-2Published: 06 December 2012

  • Series ISSN: 0923-6716

  • Series E-ISSN: 2199-1057

  • Edition Number: 1

  • Number of Pages: XIV, 315

  • Topics: Business and Management, general, Marketing, Microeconomics, Management

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