Book Review: Marketing Decision Making: A Model Building Approach

Abstract

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References

Kotler

Philip

(1971), Marketing Decision Making: A Model Building Approach. New York: Holt, Rinehart and Winston.

McDonald

(1976), “The Use of Management Science in Making a Corporate Policy Decision—Charging for Directory Assistant Service,” Interfaces, 7(November), 5–18.

Montgomery

David B.

, and Urban

Glen L.

(1969), Management Science in Marketing. Englewood Cliffs, NJ: Prentice-Hall, Inc.