Construct · 1 fields · 1 citations

decision calculus: a standalone construct

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Marketing

a model-based procedure for marketing decisions that is simple, robust and easy to update, calibrated with managers' judgments about response to marketing effort.

In marketing, decision calculus refers to a model-based procedure for marketing decisions that is simple, robust and easy to update, calibrated with managers' judgments about response to marketing effort. This meaning comes from Little (1970) in Management Science.[1]

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Nearby constructs

effort2 fields · 2 citationsjingle · one word, two constructs response4 fields · 4 citationsjingle · one word, four constructs simple2 fields · 2 citationsjingle · one word, two constructs

References

Little, J. D. C. (1970). Models and Managers: The Concept of a Decision Calculus. Management Science, 16(8), B-466-B-485. https://doi.org/10.1287/mnsc.16.8.b466

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