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11. Raiffa, H. Decision Analysis. (Reading, MA: Addison-Wesley , 1968).

12. Rao, Ambar G. and Melvin Shakun, "A Quasi Game Theory Approach to Pricing,"

Management Science , Volume 18, No. 5 (January 1972) , Part II,
p. P-110-123.

13. Stefflre, Volney. "Market Structure Studies: New Products for Old Markets

and New Markets (Foreign) for Old Products," in Frank Bass, Charles
King and Edgar Pessemier, eds. , Applications of Science in Marketing
Management (New York: John Wiley, 1963), p. 281-268.

14. Urban, Glen U. "PERCEPTOR: A Model for Product Design," Management Science

forthcoming.

15. Webster, Frederick E., Jr. and Yoram Wind, Organ i sational Buying Behavior

(Englewood Cliffs, N.J.: Prentice-Hall, 1972).





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