Perspectives on Promotion and Database Marketing: The Collected Works by Robert C. Blattberg - Rilegato

 
9789814287050: Perspectives on Promotion and Database Marketing: The Collected Works by Robert C. Blattberg
Rilegato
ISBN 10: 9814287059 ISBN 13: 9789814287050
Casa editrice: World Scientific Pub Co Inc, 2010

Sinossi

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 "Statistical Bob". This part comprises papers that Robert wrote in characterizing the response of consumers to dealing. The third part is titled "Promotional Bob", and covers roughly a ten-year stretch from 1987 to 1996. The fourth part titled "Big Bob", describes Robert s contribution to and impact on marketing practice. The fifth part is titled "Direct Bob , and focuses on what customer level data should be gathered, how they should be organized, linked and analyzed, and what metrics should be used to assess customer value. The sixth and final part titled "Micro-Macro Bob", is not genre or area specific as much as an illustration of Robert s overall research interests in marketing-mix modeling.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

Dalla quarta di copertina

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 "Statistical Bob". This part comprises papers that Robert wrote in characterizing the response of consumers to dealing. The third part is titled "Promotional Bob", and covers roughly a ten-year stretch from 1987 to 1996. The fourth part titled "Big Bob", describes Robert s contribution to and impact on marketing practice. The fifth part is titled "Direct Bob , and focuses on what customer level data should be gathered, how they should be organized, linked and analyzed, and what metrics should be used to assess customer value. The sixth and final part titled "Micro-Macro Bob", is not genre or area specific as much as an illustration of Robert s overall research interests in marketing-mix modeling.

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

Editore
World Scientific Pub Co Inc
Data di pubblicazione
2010
Lingua
Inglese
ISBN 10 
9814287059
ISBN 13 
9789814287050
Rilegatura
Copertina rigida
Numero di pagine
316
Redattore
Allenby Greg M.
Contatto del produttore
non disponibile
Persona responsabile
non disponibile