Segmentation and Lifetime Value Models Using SAS

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Very Good. N° de ref. del artículo ERICA82916129069664

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Acerca del autor: Edward C. Malthouse is the Theodore R. and Annie Laurie Sills Professor of Integrated Marketing Communications and Industrial Engineering at Northwestern University and the Director of Research for the Spiegel Initiative on Database and Digital Marketing. He was the co-editor of the Journal of Interactive Marketing from 2005-2011. He obtained his PhD in 1995 in computational statistics from Northwestern University and completed his postdoctoral fellowship at the Kellogg School of Management at Northwestern. Malthouse's research interests center on media marketing, database marketing, advertising, new media, and integrated marketing communications. He is the co-editor of Medill on Media Engagement, and he has published articles in numerous journals, including the Journal of Consumer Psychology, Journal of Interactive Marketing, Data Mining and Knowledge Discovery, Journal of Broadcasting and Electronic Media, International Journal of Market Research, and Journal of Media Business Studies. He teaches undergraduates, graduates, and executives, and he has been a visiting professor at universities in Japan, China, and Europe.