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The Legacy of John Little for Marketing Science

Author

Listed:
  • Fred Feinberg

    (Stephen M. Ross School of Business, University of Michigan, Ann Arbor, Michigan 48109)

  • John R. Hauser

    (MIT Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02139)

  • John Roberts

    (School of Marketing, University of New South Wales, Sydney, New South Wales 2052, Australia)

  • Juanjuan Zhang

    (MIT Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02139)

Abstract

In a professional career that spanned eight decades, John D. C. Little revolutionized the theory and practice of marketing science. We honor John by exploring the seminal importance of his decision-calculus principles, selectively reviewing his most impactful research, and conveying his overarching vision for a future world melding rigor and relevance.

Suggested Citation

  • Fred Feinberg & John R. Hauser & John Roberts & Juanjuan Zhang, 2025. "The Legacy of John Little for Marketing Science," Marketing Science, INFORMS, vol. 44(3), pages 491-495, May.
    • Handle: RePEc:inm:ormksc:v:44:y:2025:i:3:p:491-495
    DOI: 10.1287/mksc.2025.0008
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    File URL: http://dx.doi.org/10.1287/mksc.2025.0008
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    References listed on IDEAS

    as
    1. John D. C. Little & Leonard M. Lodish, 1969. "A Media Planning Calculus," Operations Research, INFORMS, vol. 17(1), pages 1-35, February.
    2. Peter M. Guadagni & John D. C. Little, 1983. "A Logit Model of Brand Choice Calibrated on Scanner Data," Marketing Science, INFORMS, vol. 2(3), pages 203-238.
    3. John D. Schmitz & Gordon D. Armstrong & John D. C. Little, 1990. "CoverStory—Automated News Finding in Marketing," Interfaces, INFORMS, vol. 20(6), pages 29-38, December.
    4. Kalyanaram, Gurumurthy & Little, John D C, 1994. "An Empirical Analysis of Latitude of Price Acceptance in Consumer Package Goods," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 408-418, December.
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