Jagpal, Harsharanjeet S.; Brick, Ivan E. - In: Marketing Science 1 (1982) 1, pp. 79-92
This paper develops a marketing mix model under uncertainty using the Capital Asset Pricing Model (CAPM) valuation … patterns of uncertainty. Because the manager often lacks precise quantitative information about the sales response function … risk depend, in addition, on the precise mathematical form with which uncertainty enters the random demand function (i …