Marketing Strategy and Uncertainty
Editorial Reviews
Book Description
This first-of-its-kind book develops a rigorous integrated theory of marketing under uncertainty. Cutting across traditional functional boundaries, the author develops behaviorally rich and empirically implementable solutions to fundamental but previously neglected strategic problems
including:
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.
Book Info
Develops a rigorous integrated theory of marketing under uncertainty. Develops behaviorally rich & empirically implementable solutions to fundamental but previously neglected strategic problems. DLC: Marketing.
Marketing Strategy and Uncertainty,Sharan Jagpal,Oxford University Press, USA,0195125738,Advertising & Promotion,Business & Economics,Business / Economics / Finance,Business/Economics,Corporate & Business History - Strategies,Corporate Planning,Decision making,Economics - General,Management,Management - General,Marketing,Marketing - General,Marketing Management,Strategic planning,Business & Economics / Marketing / General,Business | Management | Marketing Management,Sales & marketing management
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