An Appraisal of Multi-Attribute Utility Models in Marketing

Publication Type

Journal Article

Publication Date

1979

Abstract

Looks at the marketing literature on the subject of multi-attribute utility models. Reviews the multiple objective and multi-dimensional preference models within the framework of multiple attribute utility theory. Suggests that much of the research in this area has been information- rather than decision-oriented and, as a result, this has not been integrated successfully into the field of strategic marketing policy-making.

Keywords

Marketing, Marketing planning, Models, Multi-level marketing

Discipline

Marketing

Research Areas

Strategy and Organisation

Publication

European Journal of Marketing

Volume

13

Issue

5

First Page

294

Last Page

307

ISSN

0309-0566

Identifier

10.1108/EUM0000000004950

Publisher

Emerald

Additional URL

https://doi.org/10.1108/EUM0000000004950

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