Direct Assessment of Consumer Utility Functions: Von Neumann-Morgenstern Utility Theory Applied to Marketing (Paperback) (ISBN-13: 9781021499790)

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.

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