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FRONT MATTER
Greg M Allenby | i |
| Part I: Early Bob — Contributions to Econometrics and Marketing |
Early Bob — Contributions to Econometrics and Marketing
Gary Russell | 1 |
REGRESSION WITH NON-GAUSSIAN STABLE DISTURBANCES: SOME SAMPLING RESULTS
ROBERT BLATTBERG and THOMAS SARGENT | 7 |
EVALUATION OF THE POWER OF THE DURBIN-WATSON STATISTIC FOR NON-FIRST ORDER SERIAL CORRELATION ALTERNATIVES
Robert C. Blattberg | 17 |
A Comparison of the Stable and Student Distributions as Statistical Models for Stock Prices
Robert C. Blattberg and Nicholas J. Gonedes | 25 |
Market Segments and Stochastic Brand Choice Models
ROBERT C. BLATTBERG and SUBRATA K. SEN | 63 |
| Part II: Statistical Bob — Contributions to Statistical Analysis in Marketing |
Statistical Bob — Contributions to Statistical Analysis in Marketing
Jennifer Chien-Wen Chang and Greg M. Allenby | 75 |
Identifying the Deal Prone Segment
ROBERT BLATTBERG, THOMAS BUESING, PETER PEACOCK and SUBRATA SEN | 79 |
The Design of Advertising Experiments Using Statistical Decision Theory
ROBERT C. BLATTBERG | 89 |
A THEORETICAL AND EMPIRICAL EVALUATION OF PRICE DEALS FOR CONSUMER NONDURABLES
ROBERT C. BLATTBERG, GARY D. EPPEN and JOSHUA LIEBERMAN | 101 |
| Part III: Promotion Bob — Contributions to Sales Promotions |
Promotional Bob — Contributions to Sales Promotions
Richard A. Briesch | 115 |
PRICE-INDUCED PATTERNS OF COMPETITION
ROBERT C. BLATTBERG and KENNETH J. WISNIEWSKI | 125 |
Shrinkage Estimation of Price and Promotional Elasticities: Seemingly Unrelated Equations
ROBERT C. BLATTBERG and EDWARD I. GEORGE | 145 |
HOW PROMOTIONS WORK
ROBERT C. BLATTBERG, RICHARD BRIESCH and EDWARD J. FOX | 157 |
| Part IV: Big Bob — Contributions that Were Industry-Changing |
Big Bob — Contributions That Were Industry-Changing
Edward Fox | 169 |
Tracker: An Early Test Market Forecasting and Diagnostic Model for New Product Planning
ROBERT BLATTBERG and JOHN GOLANTY | 177 |
SEGMENTATION STRATEGIES FOR NEW NATIONAL BRANDS
ROBERT C. BLATTBERG, THOMAS BUESING and SUBRATA K. SEN | 189 |
| Part V: Direct Bob — Contributions to Customer Relationship Marketing, Direct Marketing and Database Marketing |
Direct Bob — Contributions to Customer Relationship Marketing, Direct Marketing and Database Marketing
Jacquelyn Thomas and Mike Lewis | 199 |
Manage Marketing by the Customer Equity Test
Robert C. Blattberg and John Deighton | 205 |
DATABASE MODELS AND MANAGERIAL INTUITION: 50% MODEL + 50% MANAGER
ROBERT C. BLATTBERG and STEPHEN J. HOCH | 215 |
Recapturing Lost Customers
JACQUELYN S. THOMAS, ROBERT C. BLATTBERG and EDWARD J. FOX | 229 |
CAN WE PREDICT CUSTOMER LIFETIME VALUE?
EDWARD C. MALTHOUSE and ROBERT C. BLATTBERG | 245 |
| Part VI: Micro-Macro Bob — Contributions Using Micro Consumer Models to Address Macro Marketing Problems |
Micro-Macro Bob — Contributions Using Micro Consumer Models to Address Macro Marketing Problems
Vishal Singh | 261 |
A MICROMODELING APPROACH TO INVESTIGATE THE ADVERTISING-SALES RELATIONSHIP
ROBERT C. BLATTBERG and ABEL P. JEULAND | 265 |
Modeling the Distribution of Price Sensitivity and Implications for Optimal Retail Pricing
Byung-Do KIM, Robert C. BLATTBERG and Peter E. ROSSI | 283 |
Market Entry and Consumer Behavior: An Investigation of a Wal-Mart Supercenter
Vishal P. Singh, Karsten T. Hansen and Robert C. Blattberg | 297 |
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