Perspectives on promotion and database marketing: the collected works of robert c blattberg
Éditeur :
World Scientific Publishing Co Pte Ltd
ISBN :
9789814287050
Date de publication :
23 avr. 2010
Langue :
Anglais
Pays d'origine :
Singapour
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.