Marketing Decisions and Strategies: An International Perspective

by John Kuada

The marketing literature generally assumes that managers and customers always make rational (reasonable and logical) decisions. In real life, however, decision making process is hardly rational and straightforward. Managers and customers normally make decisions "in-action" - i.e. as they grapple with critical problems on daily basis. As such, they tend to combine experience-based knowledge with intuition and analysis to inform their decisions...

• Format: Paperback
• Language: English
• ISBN: 1909112615
• ISBN13: 9781909112612
• Release Date: August 2016
• Publisher: Adonis & Abbey Publishers
• Length: 238 Pages
• Weight: 0.75 lbs.
• Dimensions: 0.5" x 6.1" x 9.2"