Abstract
Decision analysis examines the way in which decisions are made according to certain criteria and using particular information. In this chapter, we shall not describe in detail the various decision techniques that are used or have their roots in economics. For this we refer the reader to any text on managerial economics.1 Rather, we concentrate on certain methodological issues involved in the analysis of marketing decisions.
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Notes
G. L. S. Shackle, Uncertainty in Economics and Other Reflections (Cambridge, 1955).
L. J. Savage, ‘The Theory of Statistical Decision’, Journal of the American Statistical Association 46 (1951) pp. 55–67.
See W. J. Abernathy, ‘Some Issues Concerning the Effectiveness of Parallel Strategies in R & D Projects’, IEEE Transactions on Engineering Management, EM-l8 (1971) pp. 80–9.
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© 1980 Merlin Stone
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Stone, M. (1980). Decision Analysis. In: Marketing and Economics. Palgrave, London. https://doi.org/10.1007/978-1-349-16426-4_3
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DOI: https://doi.org/10.1007/978-1-349-16426-4_3
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