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引用次数: 0
摘要
本文全面概述了 2024 年度美国营销协会匡威奖获得者 Greg M. Allenby 博士在伊利诺伊大学厄巴纳-香槟分校吉斯商学院举行的匡威研讨会上所做的重大贡献。论文强调了理论与实践的双重重点,强调了 Allenby 博士在推动市场营销领域贝叶斯统计方法方面的关键作用,从而塑造了现代市场营销研究方法。他的工作涵盖了广泛的研究领域,包括选择建模、异质反应分析、决策理论以及将文本数据整合到营销模型中。本文还回顾了艾伦比博士的学术历程、专业成就以及他在国家营销和统计组织中的影响力。此外,论文还讨论了匡威奖的历史背景和持续发展,强调了该奖项在认可和促进市场营销领域的创新和领导力方面的重要性。
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