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Perspectives on Promotion and Database Marketing:The Collected Works of Robert C Blattberg

Editor

Listed:
  • Greg M Allenby
    (Ohio State University, USA)

Abstract

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.

Individual chapters are listed in the "Chapters" tab

Suggested Citation

  • Greg M Allenby (ed.), 2010. "Perspectives on Promotion and Database Marketing:The Collected Works of Robert C Blattberg," World Scientific Books, World Scientific Publishing Co. Pte. Ltd., number 7442.
    • Handle: RePEc:wsi:wsbook:7442
    as

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    File URL: https://www.worldscientific.com/worldscibooks/10.1142/7442
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    Book Chapters

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    More about this item

    Keywords

    Quantitative Marketing; Tracker Model; Customer Level Data; Marketing-Mix Modeling;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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