Direct Assessment of Consumer Utility Functions: Von Neumann-Morgenstern Utility Theory Applied to Marketing (Hardcover) (ISBN-13: 9781019947685)

This book offers a rigorous yet accessible introduction to the theory and practice of consumer utility functions, using von Neumann-Morgenstern utility theory as a framework. With case studies and practical examples, the authors show how this approach can be used to design more effective marketing strategies and improve business performance.

This work has been selected by scholars as being culturally important, and is part of the knowledge base of civilization as we know it.

This work is in the "public domain in the United States of America, and possibly other nations. Within the United States, you may freely copy and distribute this work, as no entity (individual or corporate) has a copyright on the body of the work.

Scholars believe, and we concur, that this work is important enough to be preserved, reproduced, and made generally available to the public. We appreciate your support of the preservation process, and thank you for being an important part of keeping this knowledge alive and relevant.