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This book offers a rigorous yet accessible introduction to the theory and practice of consumer utility functions, using von Neumann-Morgenstern utility theory as a framework. With case studies and practical examples, the authors show how this approach can be used to design more effective marketing strategies and improve business performance.
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Direct Assessment of Consumer Utility Functions: Von Neumann-Morgenstern Utility Theory Applied to Marketing, John R. Hauser, Glen L. Urban
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- Released
- 2023
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- (Paperback)
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