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Perspectives on promotion and database marketing : the collected works of Robert C Blattberg / editor, Greg M Allenby.

By: Contributor(s): Material type: TextTextPublication details: Singapore : World Scientific, ©2010.Description: 1 online resource (xi, 316 pages) : illustrationsContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9789814287067
  • 9814287067
  • 1282761420
  • 9781282761421
  • 9786612761423
  • 6612761423
Subject(s): Genre/Form: Additional physical formats: Print version:: Perspectives on promotion and database marketing.DDC classification:
  • 658.872 22
LOC classification:
  • HF5415.126 .B63 2010eb
Online resources:
Contents:
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.
Summary: 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.
Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
eBook eBook e-Library EBSCO Business Available
Total holds: 0

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.

Print version record.

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.

Master record variable field(s) change: 072

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