From Little's Law to Marketing Science: Essays in Honor of John D.C. Little
Material type:
TextPublication details: The MIT Press 2016 MassachusettsDescription: 487pISBN: - 9780262029919
- 658.8 FRO
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NIMA Knowledge Centre | 6th Floor Reading Zone | General | 658.8 FRO (Browse shelf(Opens below)) | Available | M0033106 |
1. John D. C. Little: A Profile / Glen L. Urban
Part I: Marketing Science: Managerial Models
2. Optimal Internet Media Selection / Laoucine Kerbache
3. Strategic Marketing Metrics to Guide Pathways to Growth / Pamela D. Morrison
4. Moving from Customer Lifetime Value to Customer Equity / Andre Bonfrer
5. Deriving Customer Lifetime Value from RFM Measures: Insights into Customer Retention and Acquisition / Makoto Abe
6. Building and Using a Micromarketing Platform / Masahiko Yamanaka
7. Dynamic Allocation of Pharmaceutical Detailing and Sampling for Long-Term Profitability / Kamel Jedidi
8. Morphing Banner Advertising / John R. Hauser
Part II: Marketing Science: Decision Information Models
9. Disjunctions of Conjunctions, Cognitive Simplicity, and Consideration Sets / Daria Dzyabura
10. Decision Process Evolution in Customer Channel Choice / Scott A. Neslin
Contents note continued: 11.The Value of Social Dynamics in Online Product Ratings Forums / Michael Trusov
12. Uninformative Advertising as an Invitation to Search / Jiwoong Shin
13. Alleviating the Constant Stochastic Variance Assumption in Decision Research: Theory, Measurement, and Experimental Test / Fred M. Feinberg
Part III: Little's Law: Current State
14. Generalized Little's Law and an Asset Picking System to Model an Investment Portfolio: A Working Prototype / John D. C. Little
15. Closing Statement
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