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From Little's Law to Marketing Science : Essays in Honor of John D. C. Little.

By: Contributor(s): Material type: TextTextSeries: The MIT Press SeriesPublisher: Cambridge : MIT Press, 2016Copyright date: ©2016Edition: 1st edDescription: 1 online resource (497 pages)Content type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9780262331500
Subject(s): Genre/Form: Additional physical formats: Print version:: From Little's Law to Marketing ScienceDDC classification:
  • 658.8
LOC classification:
  • HF5415.13 -- .F76 2015eb
Online resources:
Contents:
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.
Summary: The legacy of a pioneer in operations research and marketing science.
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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.

The legacy of a pioneer in operations research and marketing science.

Description based on publisher supplied metadata and other sources.

Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.

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