Marketing Strategy and Uncertainty

Hardcover | December 1, 1998

bySharan Jagpal

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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 problemsincluding: 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, MarketingStrategy and Uncertainty is a must-read for students, executives, and researchers.

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From the Publisher

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 problemsincluding: coordinating marketing policy in a multipe...

Sharan Jagpal is at Rutgers University.

other books by Sharan Jagpal

Format:HardcoverDimensions:352 pages, 7.4 × 8.9 × 0.51 inPublished:December 1, 1998Publisher:Oxford University Press

The following ISBNs are associated with this title:

ISBN - 10:0195125738

ISBN - 13:9780195125733

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Table of Contents

Harry Markowitz: ForewordPreface1. Strategic Pricing in a Dynamic Environment1. Basic Pricing Concepts2. Market Share and Strategic Pricing3. Cost Dynamics4. Demand Dynamics5. Cost and Demand Dynamics6. Model Extensions7. Conluding RemarksAppendix A. Comparison of Strategic and Myopic Pricing Plans in the Presence of Experience EffectsAppendix B. Comparison of Strategic and Myopic Pricing Plans in the Presence of Demand DynamicsAppendix C. Comparison of Strategic and Myopic Pricing Plans: Cost Dynamics and Demand Dynamics2. Pricing Under Undercertainty and Hetereogeneity1. Pricing Under Uncertainty: Break-even Pricing2. Pricing Under Uncertainty: Some Refinements3. Pricing Under Uncertainty: The Multiperiod Case4. Bundling5. Pricing Using Coupons: A One-Period Model6. Pricing Using Coupons: A Multiperiod Model7. Price Skimming8. Concluding Remarks3. Consumer Behavior: A Theoretical Perspective1. A Lancasterian Model: Homogeneous Perceptions2. The Lancasterian Model: Some Refinements3. Prospect Theory and a Hybrid Model of Consumer Behavior4. The Effect of Uncertainty5. Concluding Remarks4. Consumer Behavior: An Empirical Perspective1. Limited Information2. Conjoint Analysis: Basic Methodology3. Conjoint Analysis: A Review and Some Refinements4. Conjoint Analysis: A Behavioral Perspective5. The Measurement of Perceptions6. An Integrated Preference Model7. Concluding Remarks5. Channels of Distribution1. The Manufacturer-Distribution Channel2. Channel Heterogenity3. New Product Introduction: A Single-Period Model4. New Product Introduction: A Multiperiod Model5. Concluding Remarks6. Advertising Budgeting in a Competitive and Uncertain Environment1. Choosing Advertising Budgets Under Certainty2. Choosing Price and Advertising Under Certainty3. Choosing Price and Advertising Under Uncertainty: The Single-Period Case4. Choosing Price and Advertising Under Uncertainty: The Multiperiod Case5. Choosing Advertising Policy Under Uncertainty: The Multiproduct Case6. A Duopoly Model of Advertising Under Uncertainty7. Determining Advertising Productivity: Empirical Issues8. The Advertising Timing Decision: Pulsing9. A Multiproduct Advertising Goodwill Model Under Uncertainty10. Concluding Remarks7. Media Planning in a Dynamic and Uncertain Environment1. The Media Message Decision2. The Media Mix Decision3. Uncertainty in Advertising Rates4. Concluding Remarks8. The Personal Selling Decision in a Dynamic and Uncertain Environment1. The Certainty Case2. The Uncertainty Case: Basic Model3. The Uncertainty Model: Single-Period Extensions4. The Hierarchy Problem in a Multiproduct Firm5. Model Extentions: Multiperiod Effects6. Satisfaction-Based Compensation Contracts7. Sales Force Selection8. Sales Force Training9. The Sales Force Turnover Problem10. Measuring Ability and Rewarding Performance11. Model Extensions and Refinements12. Concluding Remarks9. Choosing Domestic and International Marketing Strategy in an Uncertain Environment1. Domestic Marketing Strategy2. International Marketing Strategy10. Conclusion

Editorial Reviews

"A refreshing approach that reminds us all that marketing is a "market" science. It has at its core a system of differential elasticities which needs to be grasped for a complete understanding."--Vinay Pandit, St. Bona Venture University