Choosing between discrete marketing policy alternatives under uncertain market response conditions

Dan Sarel, Joseph Yassour

Research output: Contribution to journalArticle

Abstract

Models for decisions under uncertainty are reviewed and the use of expected utility is recommended. A general framework for choosing between discrete marketing policy alternatives is developed, allowing for different non-Gaussian probability distributions of market response functions to be assumed. An example of an actual application is presented.

Original languageEnglish (US)
Pages (from-to)69-84
Number of pages16
JournalJournal of the Academy of Marketing Science
Volume12
Issue number1-2
DOIs
StatePublished - Dec 1 1984

Fingerprint

Marketing
Expected utility
Decision under uncertainty
Market response
Probability distribution

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

Cite this

Choosing between discrete marketing policy alternatives under uncertain market response conditions. / Sarel, Dan; Yassour, Joseph.

In: Journal of the Academy of Marketing Science, Vol. 12, No. 1-2, 01.12.1984, p. 69-84.

Research output: Contribution to journalArticle

@article{599d51cc5983408594f1952a02c86b72,
title = "Choosing between discrete marketing policy alternatives under uncertain market response conditions",
abstract = "Models for decisions under uncertainty are reviewed and the use of expected utility is recommended. A general framework for choosing between discrete marketing policy alternatives is developed, allowing for different non-Gaussian probability distributions of market response functions to be assumed. An example of an actual application is presented.",
author = "Dan Sarel and Joseph Yassour",
year = "1984",
month = "12",
day = "1",
doi = "10.1007/BF02729488",
language = "English (US)",
volume = "12",
pages = "69--84",
journal = "Journal of the Academy of Marketing Science",
issn = "0092-0703",
publisher = "Springer New York",
number = "1-2",

}

TY - JOUR

T1 - Choosing between discrete marketing policy alternatives under uncertain market response conditions

AU - Sarel, Dan

AU - Yassour, Joseph

PY - 1984/12/1

Y1 - 1984/12/1

N2 - Models for decisions under uncertainty are reviewed and the use of expected utility is recommended. A general framework for choosing between discrete marketing policy alternatives is developed, allowing for different non-Gaussian probability distributions of market response functions to be assumed. An example of an actual application is presented.

AB - Models for decisions under uncertainty are reviewed and the use of expected utility is recommended. A general framework for choosing between discrete marketing policy alternatives is developed, allowing for different non-Gaussian probability distributions of market response functions to be assumed. An example of an actual application is presented.

UR - http://www.scopus.com/inward/record.url?scp=51649159452&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=51649159452&partnerID=8YFLogxK

U2 - 10.1007/BF02729488

DO - 10.1007/BF02729488

M3 - Article

AN - SCOPUS:51649159452

VL - 12

SP - 69

EP - 84

JO - Journal of the Academy of Marketing Science

JF - Journal of the Academy of Marketing Science

SN - 0092-0703

IS - 1-2

ER -