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

by Glen L Urban and John R Hauser

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...

• Format: Hardcover
• Language: English
• ISBN: 1019947683
• ISBN13: 9781019947685
• Release Date: July 2023
• Publisher: Legare Street Press
• Length: 74 Pages
• Weight: 0.63 lbs.
• Dimensions: 0.3" x 6.1" x 9.2"