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Mowen et al., 1991 - Google Patents

Time and outcome valuation: Implications for marketing decision making

Mowen et al., 1991

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Document ID
1663687515427790655
Author
Mowen J
Mowen M
Publication year
Publication venue
Journal of marketing

External Links

Snippet

Both marketing managers and consumers must make decisions for which the good and bad outcomes may occur at various points in time in the future. A model of time and outcome valuation (TOV) is developed and shown to expand and complement a variety of marketing …
Continue reading at www.academia.edu (PDF) (other versions)

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