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

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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 titled "Statistical Bob". This part comprises papers that Robert wrote in characterizing the response of consumers to dealing. The third part is titled "Promotional Bob", and covers roughly a ten-year stretch from 1987 to 1996. The fourth part titled "Big Bob", describes Robert's contribution to and impact on marketing practice. The fifth part is titled "Direct Bob", and focuses on what customer level data should be gathered, how they should be organized, linked and analyzed, and what metrics should be used to assess customer value. The sixth and final part titled "Micro-Macro Bob", is not genre or area specific as much as an illustration of Robert's overall research interests in marketing-mix modeling.

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Product Details

  • ISBN-13: 9789814287050
  • Publisher: World Scientific Publishing Company, Incorporated
  • Publication date: 4/21/2010
  • Pages: 316
  • Product dimensions: 6.60 (w) x 9.80 (h) x 0.90 (d)

Table of Contents

Foreword Lakshman Krishnamurthi v

Part I Early Bob - Contributions to Econometrics and Marketing Gary G. Russell 1

Blattberg, Robert C. and Thomas Sargent (1971). Regression with Non-Gaussian Stable Disturbances: Some Sampling Results, Econometrica, 39(3), 501-510. 7

Blattberg, Robert C. (1973). Evaluation of the Power of the Durbin-Watson Statistic for Non-First Order Serial Correlation Alternatives, Review of Economics and Statistics, 7(3), 293-299. 17

Blattberg, Robert C. and Nicholas J. Gonedes (1974). A Comparison of the Stable and Student Distributions as Statistical Models for Stock Prices, Journal of Business, 47(2), 244-280. 25

Blattberg, Robert C. and Subrata K. Sen (1976). Market Segments and Stochastic Brand Choice Models, Journal of Marketing Research, 13(1), 34-45. 63

Part II Statistical Bob - Contributions to Statistical Analysis in Marketing Jennifer Chien-Wen Chang Greg M. Allenby 75

Blattberg, Robert C., Thomas Buesing, Peter Peacock and Subrata K. Sen (1978). Identifying the Deal Prone Segment, Journal of Marketing Research, 15(3), 369-377. 79

Blattberg, Robert C., (1979). The Design of Advertising Experiments Using Statistical Decision Theory, Journal of Marketing Research, 16(2), 191-202. 89

Blattberg, Robet C., Gary D. Eppen and Joshua Lieberman (1981). A Theoretical and Empirical Evaluation of Price Deals for Consumer Nondurables, Journal of Marketing, 45(1), 116-129. 101

Part III Promotion Bob - Contributions to Sales Promotions Richard A. Briesch 115

Blattberg, Robert C. and Kenneth J. Wisniewski (1989). Price-induced Patterns of Competition, Marketing Science, 8(4), 291-309. 125

Blattberg, Robert C. and Edward I. George (1991). Shrinkage Estimation of Price and Promotional Elasticities: Seemingly Unrelated Equations, Journal of American Statistical Association, 86(414), 304-315. 145

Blattberg, Robert C., Richard A. Briesch and Edward J. Fox (1995). How Promotions Work, Marketing Science, 14(3), G122-G132. 157

Part IV Big Bob - Contributions that Were Industry-Changing Edward Fox 169

Blattberg, Robert and John Golanty (1978). Tracker: An Early Test Market Forecasting and Diagnostic Model for New Product Planning, Journal of Marketing Research, 15(2), 192-202. 177

Blattberg, Robert C., Thomas Buesing and Subrata K. Sen (1980). Segmentation Strategies for New National Brands, Journal of Marketing, 44(4), 59-67. 189

Part V Direct Bob - Contributions to Customer Relationship Marketing, Direct Marketing and Database Marketing Jacquelyn Thomas Mike Lewis 199

Blattberg, Robert and John Deighton (1996). Manage Marketing by the Customer Equity Test, Harvard Business Review, 74(4), pp. 136-144. 205

Blattberg, Robert and Stephen Hoch (1990). Database Models and Managerial Intuition: 50% Model + 50% Manager, Management Science, 36(8), 887-899. 215

Thomas, Jacquelyn, Robert Blattberg and Edward Fox (2004). Recapturing Lost Customers, Journal of Marketing Research, 41(1), 31-45. 229

Malthouse, Edward and Robert Blattberg (2005). Can We Predict Customer Lifetime Value? Journal of Interactive Marketing, 19(1), 2-16. 245

Part VI Micro-Macro Bob - Contributions Using Micro Consumer Models to Address Macro Marketing Problems Vishal Singh 261

Blattberg, Robert and Abel Jeuland (1981). A Micro-modeling Approach to Determine the Advertising-Sales Relationship, Management Science, 27(9), 988-1005. 265

Kim, Byung-Do, Robert Blattberg, and Peter Rossi (1995). Modeling the Distribution of Price Sensitivity and Implications for Optimal Retail Pricing, Journal of Business & Economic Statistics, 13(3), 291-303. 283

Singh, Vishal, Karsten Hansen and Robert Blattberg (2006). Market Entry and Consumer Behavior: An Investigation of a Wal-Mart Supercenter, Marketing Science, 25(5), 457-476 297

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