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.

Genre:

Festschriften.

Physical Description:

1 online resource (vi, 487 pages) : illustrations

Place of Publication:

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

System Details:

text file

Summary:

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

Contents:

1 John D. C. Little: A Profile / John R. Hauser Hauser, John R., Glen L. Urban Urban, Glen L. 1

I Marketing Science: Managerial Models

2 Optimal Internet Media Selection / Peter J. Danaher Danaher, Peter J., Janghyuk Lee Lee, Janghyuk, Laoucine Kerbache Kerbache, Laoucine 23

3 Strategic Marketing Metrics to Guide Pathways to Growth / John H. Roberts Roberts, John H., Rajendra Srivastava Srivastava, Rajendra, Pamela D. Morrison Morrison, Pamela D. 49

4 Moving from Customer Lifetime Value to Customer Equity / Xavier Drèze Drèze, Xavier, André Bonfrer Bonfrer, André 85

5 Deriving Customer Lifetime Value from RFM Measures: Insights into Customer Retention and Acquisition / Makoto Abe Abe, Makoto 127

6 Building and Using a Micro marketing Platform / Masahiko Yamanaka Yamanaka, Masahiko 161

7 Dynamic Allocation of Pharmaceutical Detailing and Sampling for Long-Term Profitability / Ricardo Montoya Montoya, Ricardo, Oded Netzer Netzer, Oded, Kamel Jedidi Jedidi, Kamel 175

8 Morphing Banner Advertising / Glen L. Urban Urban, Glen L., Guilherme Liberali Liberali, Guilherme, Erin MacDonald MacDonald, Erin, Robert Bordley Bordley, Robert, John R. Hauser Hauser, John R. 211

II Marketing Science: Decision Information Models

9 Disjunctions of Conjunctions, Cognitive Simplicity, and Consideration Sets / John R. Hauser Hauser, John R., Olivier Toubia Toubia, Olivier, Theodoras Evgeniou Evgeniou, Theodoras, Rene Befurt Befurt, Rene, Daria Dzyabura Dzyabura, Daria 255

10 Decision Process Evolution in Customer Channel Choice / Sara Valentini Valentini, Sara, Elisa Montaguti Montaguti, Elisa, Scott A. Neslin Neslin, Scott A. 285

11 The Value of Social Dynamics in Online Product Ratings Forums / Wendy W. Moe Moe, Wendy W., Michael Trusov Trusov, Michael 317

12 Uniniormative Advertising as an Invitation to Search / Dina Mayzlin Mayzlin, Dina, Jiwoong Shin Shin, Jiwoong 349

13 Alleviating the Constant Stochastic Variance Assumption in Decision Research: Theory, Measurement, and Experimental Test / Linda Court Salisbury Salisbury, Linda Court, Fred M. Feinberg Feinberg, Fred M. 399

III Little's Law: Current State

14 Generalized Little's Law and an Asset Picking System to Model an Investment Portfolio: A Working Prototype / Maria Luisa Ceprini Ceprini, Maria Luisa, John D. C. Little Little, John D. C. 437

15 Closing Statement 467.

Notes:

OCLC-licensed vendor bibliographic record.

ISBN:

9780262331500

0262331500

OCLC:

935669949

Publisher Number:

40025768762

Access Restriction:

Restricted for use by site license.