Uncertain about Uncertainty

Uncertain about Uncertainty Explores the concept of uncertainty in marketing decision making.Offers a structure of a decision dilemma with advice on how to evaluatepossible scenarios arising from it. Examines the significance ofprobability, demonstrating the combination of probability and economicconsequences into a comparison between two courses of action, risky andconservative. Argues that such an approach is preferable to hesitatingdue to fear of uncertainty. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Loading next page...
 
/lp/emerald-publishing/uncertain-about-uncertainty-lUaCcW8rDQ
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0887-6045
DOI
10.1108/08876049110035648
Publisher site
See Article on Publisher Site

Abstract

Explores the concept of uncertainty in marketing decision making.Offers a structure of a decision dilemma with advice on how to evaluatepossible scenarios arising from it. Examines the significance ofprobability, demonstrating the combination of probability and economicconsequences into a comparison between two courses of action, risky andconservative. Argues that such an approach is preferable to hesitatingdue to fear of uncertainty.

Journal

Journal of Services MarketingEmerald Publishing

Published: Apr 1, 1991

There are no references for this article.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off