{"title":"Advancing the science of marketing","authors":"Greg M. Allenby","doi":"10.1007/s11002-024-09745-3","DOIUrl":null,"url":null,"abstract":"<p>This paper presents a comprehensive overview of the significant contributions of the 2024 AMA Converse Award recipient Dr. Greg M. Allenby, as presented at the Converse Symposium held at the Gies College of Business, University of Illinois, at Urbana-Champaign. Highlighting the dual emphasis on theory and practice, the paper underscores Dr. Allenby’s pivotal role in advancing Bayesian statistical methods within marketing, thereby shaping modern marketing research methodologies. His work encompasses a broad spectrum of research, including choice modeling, heterogeneous response analysis, decision theory, and the integration of text data into marketing models. The paper also reflects on Dr. Allenby’s academic journey, professional achievements, and his influential role in national marketing and statistical organizations. Additionally, the paper discusses the historical context and ongoing evolution of the Converse Award, emphasizing its importance in recognizing and fostering innovation and leadership in the field of marketing.</p>","PeriodicalId":48068,"journal":{"name":"Marketing Letters","volume":null,"pages":null},"PeriodicalIF":2.5000,"publicationDate":"2024-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Marketing Letters","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1007/s11002-024-09745-3","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
This paper presents a comprehensive overview of the significant contributions of the 2024 AMA Converse Award recipient Dr. Greg M. Allenby, as presented at the Converse Symposium held at the Gies College of Business, University of Illinois, at Urbana-Champaign. Highlighting the dual emphasis on theory and practice, the paper underscores Dr. Allenby’s pivotal role in advancing Bayesian statistical methods within marketing, thereby shaping modern marketing research methodologies. His work encompasses a broad spectrum of research, including choice modeling, heterogeneous response analysis, decision theory, and the integration of text data into marketing models. The paper also reflects on Dr. Allenby’s academic journey, professional achievements, and his influential role in national marketing and statistical organizations. Additionally, the paper discusses the historical context and ongoing evolution of the Converse Award, emphasizing its importance in recognizing and fostering innovation and leadership in the field of marketing.
期刊介绍：
Marketing Letters: A Journal of Research in Marketing publishes high-quality, shorter paper (under 5,000 words including abstract, main text and references, which is equivalent to 20 total pages, double-spaced with 12 point Times New Roman font) on marketing, the emphasis being on immediacy and current interest. The journal offers a medium for the truly rapid publication of research results.
The focus of Marketing Letters is on empirical findings, methodological papers, and theoretical and conceptual insights across areas of research in marketing.
Marketing Letters is required reading for anyone working in marketing science, consumer research, methodology, and marketing strategy and management.
The key subject areas and topics covered in Marketing Letters are: choice models, consumer behavior, consumer research, management science, market research, sales and advertising, marketing management, marketing research, marketing science, psychology, and statistics.
Officially cited as: Mark Lett
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