An Adaptive Utility Approach for Improved Use of Marketing Models
提出一种将管理经验与营销模型信息相结合的决策方法，帮助管理者更重视与绩效改善相关的营销控制变量，从而做出更有效和盈利的决策。
A decision-making approach integrating information from managerial experience with that provided by marketing models is proposed. The approach suggests that managers should learn to value more those marketing control variable levels that have been linked to favorable changes in performance in order to make more effective and profitable decisions.