An Appraisal of Multi‐Attribute Utility Models in Marketing
Andrew R. Lock
((London Business School, London, UK))
T Howard homas
((Australian Graduate School of Management, Australia))
397
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
Citation
Lock, A.R. and Howard, T. (1979), "An Appraisal of Multi‐Attribute Utility Models in Marketing", European Journal of Marketing, Vol. 13 No. 5, pp. 294-307. https://doi.org/10.1108/EUM0000000004950
Publisher
:MCB UP Ltd
Copyright © 1979, MCB UP Limited