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Record Nr. |
UNINA9910797903603321 |
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Titolo |
From Little's Law to marketing science : essays in honor of John D.C. Little / / John R. Hauser and Glen L. Urban, editors |
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Pubbl/distr/stampa |
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Cambridge, Massachusetts ; ; London, England : , : The MIT Press, , [2015?] |
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©2016 |
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ISBN |
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Descrizione fisica |
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1 online resource (497 p.) |
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Disciplina |
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Soggetti |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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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 Choice11 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 |
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Sommario/riassunto |
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The legacy of a pioneer in operations research and marketing science. |
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