TY  - BOOK
AU  - Hauser,John R.
AU  - Urban,Glen L.
AU  - Danaher,Peter J.
AU  - Lee,Janghyuk
AU  - Kerbache,Laoucine
AU  - Roberts,John H.
AU  - Srivastava,Rajendara
AU  - Morrison,Pamela D.
AU  - èze,Xavier
AU  - Bonfrer,André
TI  - From Little's Law to Marketing Science: Essays in Honor of John D. C. Little
T2  - The MIT Press Series
SN  - 9780262331500
AV  - HF5415.13 -- .F76 2015eb 
U1  - 658.8 
PY  - 2016///
CY  - Cambridge
PB  - MIT Press
KW  - Little, John D. C
KW  - Electronic books
N1  - Intro -- Contents -- Preface -- 1 John D. C. Little -- I Marketing Science: Managerial Models -- 2 Optimal Internet Media Selection -- 3 Strategic Marketing Metrics to Guide Pathways to Growth -- 4 Moving from Customer Lifetime Value to Customer Equity -- 5 Deriving Customer Lifetime Value from RFM Measures -- 6 Building and Using a Micromarketing Platform -- 7 Dynamic Allocation of Pharmaceutical Detailing and Sampling for Long-Term Profitability -- 8 Morphing Banner Advertising -- II Marketing Science: Decision Information Models -- 9 Disjunctions of Conjunctions, Cognitive Simplicity, and Consideration Sets -- 10 Decision Process Evolution in Customer Channel Choice -- 11 The Value of Social Dynamics in Online Product Ratings Forums -- 12 Uninformative Advertising as an Invitation to Search -- 13 Alleviating the Constant Stochastic Variance Assumption in Decision Research -- III Little's Law-Current State -- 14 Generalized Little's Law and an Asset Picking System to Model an Investment Portfolio -- 15 Closing Statement -- Contributors -- Index
N2  - The legacy of a pioneer in operations research and marketing science
UR  - https://ebookcentral.proquest.com/lib/orpp/detail.action?docID=4397951
ER  -