Direct Assessment of Consumer Utility Functions: Von Neumann-Morgenstern Utility Theory Applied to Marketing - Softcover

Hauser, John R; Urban, Glen L

Softcover

ISBN 10: 102149979X ISBN 13: 9781021499790

Publisher: Legare Street Press, 2023

Synopsis

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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Edition details

• Publisher: Legare Street Press
• Publication date: 2023
• Language: English
• ISBN 10: 102149979X
• ISBN 13: 9781021499790
• Binding: Paperback
• Number of pages: 74