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Decision Analysis

In: Marketing and Economics

Author

Listed:
  • Merlin Stone

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.

Suggested Citation

  • Merlin Stone, 1980. "Decision Analysis," Palgrave Macmillan Books, in: Marketing and Economics, chapter 3, pages 23-33, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-16426-4_3
    DOI: 10.1007/978-1-349-16426-4_3
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