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 | | Marketing Strategy and Uncertainty by Sharan Jagpal ISBN-10: 9780195125733 ISBN-10: 0-19-512573-8 ISBN-13: 9780195125733 ISBN-13: 978-0-19-512573-3 Hardcover 1998-12-31 Oxford University Press, USA Find Lowest Price |
Editorials | ||
Product 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. | ||
Reviews | ||
Read it rigth now! Excelent book! Jaqpal came to a well balanced blend of applied Microeconomic theory and Marketing concepts. Easy reading without loosing math rigor. | ||
Excellent Framework and complete study I read this book in this summer. My experience is extremely positive. If you want to learn from this book, go slow and take lots of notes. Lot of information is packed into each sentence. When I read the book this way it is very clear. Notes at the end of each chapter is for researchers and marketing gurus.Best part of this book is every theory discussed in this book has mathematical proof provided. Theories are discussed in detail starting with single period-single product to multi period - multi product. This book is a keeper. Go for it. | ||
Marketing Strategy and Uncertainty This is a very nice collection of highly useful (in my Market Analysis profession) thoughts. Unlike other non-theoretical marketing text books, it helps me develop useful thinking. I had difficulty analysing the real world marketing data, such as reactions of retailers to actions by manufacturers in selling prices. All those actions - reactions can be, as the author suggests, described in beautiful mathematical equations, and , then, I would be able to marerialize something like Computorised Simulation model. I wanted say a big Thanks to the author. | ||
Marketing Strategy and Uncertainty This is a very nice collection of highly useful (in my Market Analysis profession) thoughts. Unlike other non-theoretical marketing text books, it helps me develop useful thinking. I had difficulty analysing the real world marketing data, such as reactions of retailers to actions by manufacturers in selling prices. All those actions - reactions can be, as the author suggests, described in beautiful mathematical equations, and , then, I would be able to marerialize something like Computorised Simulation model. I wanted say a big Thanks to the author. | ||
Marketing Strategy & Uncertainty This book is very insightful and provides great examples and formulas to prove each theory. I would recommend this book to anyone interested in pricing of products; however, you must be familiar with calculus in order to make use of the formulas in this book. | ||