An Appraisal of Multi-Attribute Utility Models in Marketing
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.
Marketing, Marketing planning, Models, Multi-level marketing
Strategy and Organisation
European Journal of Marketing
LOCK, Andrew R. and THOMAS, Howard.
An Appraisal of Multi-Attribute Utility Models in Marketing. (1979). European Journal of Marketing. 13, (5), 294-307. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/3867