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Book Cover
E-book
Author Blattberg, Robert C., 1942-

Title Perspectives on promotion and database marketing : the collected works of Robert C Blattberg / editor, Greg M Allenby
Published Singapore : World Scientific, ©2010

Copies

Description 1 online resource (xi, 316 pages) : illustrations
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
Bibliography Includes bibliographical references
Notes English
Print version record
Subject Blattberg, Robert C., 1942-
SUBJECT Blattberg, Robert C., 1942- fast
Subject 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
Form Electronic book
Author Allenby, Greg M. (Greg Martin), 1956-
ISBN 9789814287067
9814287067
1282761420
9781282761421
9786612761423
6612761423