TY - BOOK
T1 - Marketing Decisions and Strategies
T2 - An International Perspective
AU - Kuada, John Ernest
PY - 2016
Y1 - 2016
N2 - 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 straight forward. 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. Their decision making processes become even more complex when their companies operate within international contexts. It is therefore appropriate to teach students a variety of decision making skills as they prepare themselves to work in international companies. This is the task initiated in this book. It discusses how managers combine both rational and non-rational approaches and tools in their decision making processes, especially in international business contexts.
AB - 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 straight forward. 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. Their decision making processes become even more complex when their companies operate within international contexts. It is therefore appropriate to teach students a variety of decision making skills as they prepare themselves to work in international companies. This is the task initiated in this book. It discusses how managers combine both rational and non-rational approaches and tools in their decision making processes, especially in international business contexts.
UR - http://www.gbv.de/dms/zbw/865907102.pdf
UR - http://adonisandabbey.com/book_detail.php?bookid=226
M3 - Book
SN - 978-1-909112-61-2
BT - Marketing Decisions and Strategies
PB - Adonis & Abbey Publishers
CY - London
ER -