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Book Review: Planning and Problem Solving in Marketing

Book Review: Planning and Problem Solving in Marketing NEW BOOKS IN REVIEW 109 model. Besides the main equation, he develops three tervals, and likelihood ratio tests. The material sug­ gests concepts and states conclusions with proofs left to other constraint equations that define the range of per­ missibility for the independent variables. be consulted in references provided. The author recognizes that the decision model is Paired with the coverage in Lohrdahl, Cotton's mono­ vastly oversimplified and highly artificial when he points graph introduces additional material. However, the brief discussion may lead to difficulties if the instructor out the great difficulty in developing a realistic decision is unwary. For example, the minimum-squared error model in retailing. The last sentence contains the main point of the criterion for estimators is justified in terms of the ap­ propriateness of the loss function implied and "almost monograph. "In spite of (many) hurdles, the author be­ any situation can be viewed as a business setting in lieves that satisfactory profit maximizing merchandising some sense," but Cotton does not elaborate further. Two decision models can and must be built if retailers expect arguments supporting Bayesian procedures (page 27) to move into the computer age of tomorrow." Dalrym­ have equal force as arguments supporting http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Research SAGE

Book Review: Planning and Problem Solving in Marketing

Amstutz, Arnold E.
Journal of Marketing Research , Volume 5 (1): 3 – Feb 1, 1968
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Publisher
SAGE
Copyright
© 1968 American Marketing Association
ISSN
0022-2437
eISSN
1547-7193
DOI
10.1177/002224376800500124
Publisher site
See Article on Publisher Site

Abstract

NEW BOOKS IN REVIEW 109 model. Besides the main equation, he develops three tervals, and likelihood ratio tests. The material sug­ gests concepts and states conclusions with proofs left to other constraint equations that define the range of per­ missibility for the independent variables. be consulted in references provided. The author recognizes that the decision model is Paired with the coverage in Lohrdahl, Cotton's mono­ vastly oversimplified and highly artificial when he points graph introduces additional material. However, the brief discussion may lead to difficulties if the instructor out the great difficulty in developing a realistic decision is unwary. For example, the minimum-squared error model in retailing. The last sentence contains the main point of the criterion for estimators is justified in terms of the ap­ propriateness of the loss function implied and "almost monograph. "In spite of (many) hurdles, the author be­ any situation can be viewed as a business setting in lieves that satisfactory profit maximizing merchandising some sense," but Cotton does not elaborate further. Two decision models can and must be built if retailers expect arguments supporting Bayesian procedures (page 27) to move into the computer age of tomorrow." Dalrym­ have equal force as arguments supporting

Journal

Journal of Marketing Research – SAGE

Published: Feb 1, 1968

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