haku: @author Pasa, M. / yhteensä: 1
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| Tekijä: | Pasa, M. Shugan, S. |
| Otsikko: | The value of marketing expertise |
| Lehti: | Management Science
1996 : MAR, VOL. 42:3, p. 370-388 |
| Asiasana: | MANAGEMENT MARKETING DECISION ANALYSIS |
| Kieli: | eng |
| Tiivistelmä: | This paper has three objectives: to construct a theoretical model that aids in evaluating marketing expertise, to use that theoretical model to identify factors influencing the value of marketing expertise, and to empirically test the model by observing how different market conditions influence whether companies emphasize marketing expertise. The authors accomplish these objectives. They use decision theory to find an expression for the expected value of marketing expertise. They do not use decision-analysis in the normative tradition. |
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