The presence or absence of structural change in meat demand is critical to marketing decision making. If change is present, marketing bodies need to know what underlies the change so that the most appropriate response can be identified. Marketing theory is considered as a possible source of more...

Decision theory affords a means for the objectively rational use of information in decision-making. Concern has been expressed from time to time that the application of decision theory is, or is sometimes, of doubtful appropriateness. In this paper an attempt is made to identify a principal...