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From Little's law to marketing science : essays in honor of John D.C. Little

Author: John D C Little; John R Hauser; Glen L Urban
Publisher: Cambridge, Massachusetts ; London, England : MIT Press, [2015] ©2016
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"John D.C. Little of MIT Sloan School of Management is famous for his contributions to operations research and marketing science. He formulated a fundamental theorem in queuing theory known as Little Law, which is used widely in a variety of fields. His work on such topics as optimal advertising experimentation, advertising budgeting, and aggregate marketing models, and its subsequent applications, has generated  Read more...
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Named Person: John D C Little; John D C Little
Document Type: Book
All Authors / Contributors: John D C Little; John R Hauser; Glen L Urban
ISBN: 9780262029919 026202991X
OCLC Number: 925784872
Description: vi, 487 pages : illustrations, portraits ; 23 cm
Contents: John D.C. Little : a profile / John R. Hauser and Glen L. Urban --
1. Marketing science : managerial models. Optimal internet media selection / Peter J. Danaher, Janghyuk Lee, and Laoucine Kerbache --
Strategic marketing metrics to guide pathways to growth / John H. Roberts, Fajendra Srivastava, and Pamela D. Morrison --
Moving from customer lifetime value to customer equity / Xavier Drè̀ze and André Bonfrer --
Deriving customer lifetime value from RFM measures : insights into customer retention and acquisition / Makoto Abe --
Building and using a micromarketing platform / Masahiko Yamanaka --
Dynamic allocation of pharmaceutical detailing and sampling for long-term profitability / Ricardo Montoya, Oded Netzer, and Kamel Jedidi --
Morphing banner advertising / Glen L. Urban, Guilherme Liberali, Erin MacDonald, Robert Bordley, and John R. Hauser --
2. Marketing science : decision information models --
Disjunctions of conjunctions, cognitive simplicity, and consideration sets / John R. Hauser, Olivier Toubia, Theodoros Evgeniou, Rene Befurt, and Daria Dzyabura --
Decision process evolution in customer channel choice / Sara Valentini, Elisa Montaguti, and Scott A. Neslin --
The value of social dynamics in online product ratings forums / Wendy W. Moe and Michael Trusov --
Uninformative advertising as an invitation to search / Dina Mayzlin and Jiwoong Shin --
Alleviating the constant stochastic variance assumption in decision research : theory, measurement, and experimental test / Linda Court Salisbury and Fred M. Feinberg --
3. Little's Law : current state. Generalized Little's Law and an asset picking system to model an investment portfolio : a working prototype / Maria Luisa Ceprini and John D.C. Little --
Closing statement.
Responsibility: John R. Hauser and Glen L. Urban, editors.

Abstract:

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

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