Marketing Decisions and Strategies

An International Perspective

Publikation: Bog/antologi/afhandling/rapportBogForskningpeer review

Resumé

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.
OriginalsprogEngelsk
Udgivelses stedLondon
ForlagAdonis & Abbey Publishers
Antal sider236
ISBN (Trykt)978-1-909112-61-2
StatusUdgivet - 2016

Citer dette

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Marketing Decisions and Strategies : An International Perspective. / Kuada, John Ernest.

London : Adonis & Abbey Publishers, 2016. 236 s.

Publikation: Bog/antologi/afhandling/rapportBogForskningpeer review

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Kuada JE. Marketing Decisions and Strategies: An International Perspective. London: Adonis & Abbey Publishers, 2016. 236 s.