TY  - JOUR
AB  - Explores the concept of uncertainty in marketing decision making.
Offers a structure of a decision dilemma with advice on how to evaluate
possible scenarios arising from it. Examines the significance of
probability, demonstrating the combination of probability and economic
consequences into a comparison between two courses of action, risky and
conservative. Argues that such an approach is preferable to hesitating
due to fear of uncertainty.
VL  - 5
IS  - 4
SN  - 0887-6045
DO  - 10.1108/08876049110035648
UR  - https://doi.org/10.1108/08876049110035648
AU  - Shelley Charles J.
PY  - 1991
Y1  - 1991/01/01
TI  - Uncertain about Uncertainty
T2  - Journal of Services Marketing
PB  - MCB UP Ltd
SP  - 39
EP  - 47
Y2  - 2024/04/20
ER  -