Description
Book Synopsis1: Background and Components of the Marketing Mix.- 1. Introduction.- 2. Pricing Under Uncertainty.- 3. Advertising.- 4. Price Promotions.- 5. Salesforce Size, Compensation and Labor Heterogeneity.- 2: Contexts for Possible Interactive Decisions.- 6. Market Share and Diffusion Models.- 7. Marketing, Inventory and Production Decisions.- 8. Competitive Marketing Strategies.- 9. Adaptive Behavior, Experimentation and Some Empirical Results.- 10. Concluding Notes.- Index 311.
Table of ContentsPreface. Glossary of Symbols. Part 1: Background and Components of the Marketing Mix. 1. Introduction. 2. Pricing Under Uncertainty. 3. Advertising. 4. Price Promotions. 5. Salesforce Size, Compensation and Labor Heterogeneity. Part 2: Contexts for Possible Interactive Decisions. 6. Market Share and Diffusion Models. 7. Marketing, Inventory and Production Decisions. 8. Competitive Marketing Strategies. 9. Adaptive Behavior, Experimentation and Some Empirical Results. 10. Concluding Notes. References. Index.
