KotlerPhilip. Marketing Decision Making: A Model Building Approach.New York: Holt, Rinehart and Winston, 1971.
5.
LaValleIrving H.“A Bayesian Approach to an Individual Player's Choice of Bid in Competitive Sealed Auctions,”Management Science, 13(March 1967), 584–97.
6.
OxenfeldtAlfred R., and MillerDavid, ShuchmanAbraham, and WinickCharles. Insights Into Pricing: From Operations Research and Behavioral Science.Belmont, Calif.: Wadsworth, 1961.
7.
RothkopfMichael. “A Model of Rational Competitive Bidding,”Management Science, 15(March 1969), 362–73.
8.
SchlaiferRobert. Analysis of Decisions under Uncertainty.New York: McGraw-Hill, 1969.
9.
SturdivantFrederick D., SternLouis W., GrabnerJohn R.Jr.Managerial Analysis in Marketing.Glenview, Ill.: Scott, Foresman, 1970.
10.
TullDonald S.“The Relationship of Actual and Predicted Sales and Profits in New-Product Introductions,”The Journal of Business, 40(July 1967), 233–50.