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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 : The MIT Press, [2015?] ©2016
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
The legacy of a pioneer in operations research and marketing science.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
From Little's Law to marketing science
(DLC) 2015038265
(OCoLC)925784872
Named Person: John D C Little
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: John D C Little; John R Hauser; Glen L Urban
ISBN: 9780262331500 0262331500
OCLC Number: 935669949
Description: 1 online resource (vi, 487 pages) : illustrations
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.

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