The Legacy of John Little for Marketing Science

Fred Feinberg (), John R. Hauser (), John Roberts () and Juanjuan Zhang ()
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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

Marketing Science, 2025, vol. 44, issue 3, 491-495

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.

Keywords: John D. C. Little; advertising; choice modeling; customer loyalty; machine learning; marketing–operations interface (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:44:y:2025:i:3:p:491-495

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