TY  - BOOK
AU  - Blattberg,Robert C.
AU  - Allenby,Greg M.
TI  - Perspectives on promotion and database marketing: the collected works of Robert C Blattberg 
SN  - 9789814287067
AV  - HF5415.126 .B63 2010eb
U1  - 658.872 22
PY  - 2010///
CY  - Singapore
PB  - World Scientific
KW  - Blattberg, Robert C.,
KW  - Database marketing
KW  - BUSINESS & ECONOMICS
KW  - Marketing
KW  - Telemarketing
KW  - bisacsh
KW  - Multilevel
KW  - Mail Order
KW  - Direct
KW  - E-Commerce
KW  - Internet Marketing
KW  - fast
KW  - Electronic books
KW  - gtlm
N1  - 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
N2  - 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
UR  - https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=340790
ER  -