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

ISBN-13: 9789814287050 / Angielski / Twarda / 2010 / 332 str.

Greg Allenby

Opis

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. This book, along with commentary by some of Robert's doctoral students, offers a testament to the genius of Robert.