From Little's Law to marketing science : essays in honor of John D.C. Little / John R. Hauser and Glen L. Urban, editors.

Format:

Book

Contributor:

Little, John D. C., honouree.

Hauser, John R., editor.

Urban, Glen L., editor.

Language:

English

Subjects (All):

Little, John D. C.

Marketing--Management.

Marketing.

Physical Description:

1 online resource (497 p.)

Edition:

1st ed.

Place of Publication:

Cambridge, Massachusetts ; London, England : The MIT Press, [2015?]

Language Note:

English

Summary:

The legacy of a pioneer in operations research and marketing science.

Contents:

Contents; Preface; 1 John D. C. Little; I Marketing Science: Managerial Models; 2 Optimal Internet Media Selection; 3 Strategic Marketing Metrics to Guide Pathways to Growth; 4 Moving from Customer Lifetime Value to Customer Equity; 5 Deriving Customer Lifetime Value from RFM Measures; 6 Building and Using a Micromarketing Platform; 7 Dynamic Allocation of Pharmaceutical Detailing and Sampling for Long-Term Profitability; 8 Morphing Banner Advertising; II Marketing Science: Decision Information Models; 9 Disjunctions of Conjunctions, Cognitive Simplicity, and Consideration Sets

10 Decision Process Evolution in Customer Channel Choice11 The Value of Social Dynamics in Online Product Ratings Forums; 12 Uninformative Advertising as an Invitation to Search; 13 Alleviating the Constant Stochastic Variance Assumption in Decision Research; III Little's Law-Current State; 14 Generalized Little's Law and an Asset Picking System to Model an Investment Portfolio; 15 Closing Statement; Contributors; Index

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

OCLC-licensed vendor bibliographic record.

ISBN:

9780262331500

0262331500

OCLC:

935669949

Publisher Number:

40025768762