The Legacy of John Little for Marketing Science

Published Online:https://doi.org/10.1287/mksc.2025.0008

References

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  • Hauser JR, Urban GL (2011) John D. C. Little. Assad A, Gass S, eds. Profiles in Operations Research, International Series in Operations Research & Management Science, vol. 147 (Springer, Boston).Google Scholar
  • Kalyanaram G, Little JDC (1994) An empirical analysis of latitude of price acceptance in consumer package goods. J. Consumer Res. 21(3):408–418.CrossrefGoogle Scholar
  • Leclerc F, Little JDC (1997) Can advertising copy make FSI coupons more effective? J. Marketing Res. 34(4):473–484.CrossrefGoogle Scholar
  • Little JDC (1966) A model of adaptive control of promotional spending. Oper. Res. 14(6):1075–1097.LinkGoogle Scholar
  • Little JDC (1970) Models and managers: The concept of a decision calculus. Management Sci. 16(8):B-466–B-485.LinkGoogle Scholar
  • Little JDC (1975) BRANDAID: A marketing-mix model. Oper. Res. 23(4):628–655.LinkGoogle Scholar
  • Little JDC (1979) Aggregate advertising models: The state of the art. Oper. Res. 27(4):629–667.LinkGoogle Scholar
  • Little JDC (2004) Comments on “Models and managers: The concept of a decision calculus.” Management Sci. 50(12):1854–1860.LinkGoogle Scholar
  • Little JDC, Lodish LM (1969) A media planning calculus. Oper. Res. 17(1):1–35.LinkGoogle Scholar
  • Schmitz JD, Armstrong GD, Little JDC (1990) CoverStory—Automated news finding in marketing. Interfaces 20(6):29–38.LinkGoogle Scholar
  • Urban GL, Graves S (2025) Tribute to John Little. OR/MS Today. Forthcoming.Google Scholar
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