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  • Perspectives on Promotion and Database Marketingby Greg Allenby

    World Scientific Publishing Company 2010; US$ 147.00

    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... more...

  • Bayesian Statistics and Marketingby Peter E. Rossi; Greg M. Allenby; Rob McCulloch

    Wiley 2012; US$ 92.50

    The past decade has seen a dramatic increase in the use of Bayesian methods in marketing due, in part, to computational and modelling breakthroughs, making its implementation ideal for many marketing problems. Bayesian analyses can now be conducted over a wide range of marketing problems, from new product introduction to pricing, and with a wide variety... more...

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