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

Edited by Greg M Allenby

in World Scientific Books from World Scientific Publishing Co. Pte. Ltd.

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.

Keywords: Quantitative Marketing; Tracker Model; Customer Level Data; Marketing-Mix Modeling (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2010
ISBN: 9789814287050
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https://www.worldscientific.com/worldscibooks/10.1142/7442 (text/html)
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Chapters in this book:

Ch 1 REGRESSION WITH NON-GAUSSIAN STABLE DISTURBANCES: SOME SAMPLING RESULTS , pp 7-16

Robert Blattberg and Thomas Sargent

Ch 2 EVALUATION OF THE POWER OF THE DURBIN-WATSON STATISTIC FOR NON-FIRST ORDER SERIAL CORRELATION ALTERNATIVES , pp 17-24

Robert C. Blattberg

Ch 3 A Comparison of the Stable and Student Distributions as Statistical Models for Stock Prices , pp 25-61

Robert C. Blattberg and Nicholas J. Gonedes

Ch 4 Market Segments and Stochastic Brand Choice Models , pp 63-74

Robert C. Blattberg and Subrata K. Sen

Ch 5 Identifying the Deal Prone Segment , pp 79-87

Robert Blattberg, Thomas Buesing, Peter Peacock and Subrata Sen

Ch 6 The Design of Advertising Experiments Using Statistical Decision Theory , pp 89-100

Robert C. Blattberg

Ch 7 A THEORETICAL AND EMPIRICAL EVALUATION OF PRICE DEALS FOR CONSUMER NONDURABLES , pp 101-114

Robert C. Blattberg, Gary D. Eppen and Joshua Lieberman

Ch 8 PRICE-INDUCED PATTERNS OF COMPETITION , pp 125-143

Robert C. Blattberg and Kenneth J. Wisniewski

Ch 9 Shrinkage Estimation of Price and Promotional Elasticities: Seemingly Unrelated Equations , pp 145-156

Robert C. Blattberg and Edward I. George

Ch 10 HOW PROMOTIONS WORK , pp 157-167

Robert C. Blattberg, Richard Briesch and Edward J. Fox

Ch 11 Tracker: An Early Test Market Forecasting and Diagnostic Model for New Product Planning , pp 177-187

Robert Blattberg and John Golanty

Ch 12 SEGMENTATION STRATEGIES FOR NEW NATIONAL BRANDS , pp 189-197

Robert C. Blattberg, Thomas Buesing and Subrata K. Sen

Ch 13 Manage Marketing by the Customer Equity Test , pp 205-213

Robert C. Blattberg and John Deighton

Ch 14 DATABASE MODELS AND MANAGERIAL INTUITION: 50% MODEL + 50% MANAGER , pp 215-227

Robert C. Blattberg and Stephen J. Hoch

Ch 15 Recapturing Lost Customers , pp 229-243

Jacquelyn S. Thomas, Robert C. Blattberg and Edward J. Fox

Ch 16 CAN WE PREDICT CUSTOMER LIFETIME VALUE? , pp 245-259

Edward C. Malthouse and Robert C. Blattberg

Ch 17 A MICROMODELING APPROACH TO INVESTIGATE THE ADVERTISING-SALES RELATIONSHIP , pp 265-282

Robert C. Blattberg and Abel P. Jeuland

Ch 18 Modeling the Distribution of Price Sensitivity and Implications for Optimal Retail Pricing , pp 283-295

Byung-Do Kim, Robert C. Blattberg and Peter E. Rossi

Ch 19 Market Entry and Consumer Behavior: An Investigation of a Wal-Mart Supercenter , pp 297-316

Vishal P. Singh, Karsten T. Hansen and Robert C. Blattberg

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