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Blattberg, Robert C., 1942-

Perspectives on promotion and database marketing : the collected works of Robert C Blattberg / editor, Greg M Allenby. - Singapore : World Scientific, ©2010. - 1 online resource (xi, 316 pages) : illustrations -

Includes bibliographical references.

pt. 1. Early Bob -- contributions to econometrics and marketing -- pt. 2. Statistical Bob -- contributions to statistical analysis in marketing -- pt. 3. Promotion Bob -- contributions to sales promotions -- pt. 4. Big Bob -- Contributions that were industry-changing.

Quantitative marketing as a discipline started around the mid 60's and has been dominated by only a handful of individuals. Robert Blattberg is one of them and has been a leader in setting a research agenda for this discipline. The collection of articles in this book along with commentary by some of his doctoral students is a magnificent testament to the genius of Robert Blattberg. The chapters in this book are organized into six parts. The first part, titled 'Early Bob', traces research which he completed during the first decade after he joined University of Chicago. The second part is titled.


English.

ISBN: 9789814287067 9814287067 1282761420 9781282761421 9786612761423 6612761423

LCCN:

Subjects--Personal Names:
Blattberg, Robert C., 1942-
Blattberg, Robert C., 1942-

Subjects--Topical Terms:
Database marketing.
BUSINESS & ECONOMICS--Marketing--Telemarketing.
BUSINESS & ECONOMICS--Marketing--Multilevel.
BUSINESS & ECONOMICS--Mail Order.
BUSINESS & ECONOMICS--Marketing--Direct.
BUSINESS & ECONOMICS--E-Commerce--Internet Marketing.
Database marketing.

Index Terms--Genre/Form:
Electronic books.
Electronic books.

LC Class. No.: HF5415.126 / .B63 2010eb

Dewey Class. No.: 658.872