Marketing Strategy and Uncertainty Book

This unique 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 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 attitiudes to risk and uncertain perceptions

* selecting personnel and measuring performance in multiproduct firms when employee ability is unobservable

* designing optimal incentive schemes for decentralized multilevel organizations, multidivisional firms and multinational corporations

Management Strategy and Uncertainty has been successfully class-tested in marketing courses at the MBA level and in Executive Education programs; it is ideal for courses in marketing management and strategy. It's integrative approach to decision making will appeal to marketing executives and professionals but also to readers in finance, organization management, and industrial organization. The foreword to the book was written by Nobel Laureate, Harry M. Markowitz.