Choosing between discrete marketing policy alternatives under uncertain market response conditions

Dan Sarel, Joseph Yassour

Research output: Contribution to journalArticle


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
Issue number1-2
StatePublished - Dec 1 1984


ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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