Decision Theory and Marketing Management
Open Access
- 1 July 1962
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 26 (3) , 7-16
- https://doi.org/10.1177/002224296202600302
Abstract
This article discusses three topics: a brief summary of decision theory as a tool of marketing management; a description of the nature and sources of wholesale bakers’ present marketing problems; and a step-by-step account of the use of decision theory in the analysis of one of these problems.Keywords
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