02564nam 2200577 a 450 991080892750332120240516083424.01-282-76142-09786612761423981-4287-06-7(CKB)2490000000001887(EBL)731226(OCoLC)671648611(SSID)ssj0000425145(PQKBManifestationID)12147601(PQKBTitleCode)TC0000425145(PQKBWorkID)10476861(PQKB)11371718(MiAaPQ)EBC731226(WSP)00007442(Au-PeEL)EBL731226(CaPaEBR)ebr10422546(CaONFJC)MIL276142(EXLCZ)99249000000000188720100728d2010 uy 0engur|n|---|||||txtccrPerspectives on promotion and database marketing the collected works of Robert C Blattberg /editor, Greg M Allenby1st ed.Singapore World Scientific20101 online resource (332 p.)Description based upon print version of record.981-4287-05-9 Includes bibliographical references.pt. 1. Early Bob-- contributions to econometrics and marketing-- pt. 2. Statistical Bob-- contributions to statistical analysis in marketing -- pt. 3. Promotion Bob-- contributions to sales promotions -- pt. 4. Big Bob-- Contributions that were industry-changing.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. The chapters in this book are organized into six parts. The first part, titled 'Early Bob', traces research which he completed during the first decade after he joined University of Chicago. The second part is titledDatabase marketingDatabase marketing.658.872Blattberg Robert C.1942-321704Allenby Greg M(Greg Martin),1956-503491MiAaPQMiAaPQMiAaPQBOOK9910808927503321Perspectives on promotion and database marketing4101592UNINA