John Little

Institute Professor
Professor of Marketing

Biography | Selected Publications

"Generalized Little's Law and an Asset Picking System to Model an Investment Portfolio: A Working Prototype." Ceprini, Maria Luisa and John D. C. Little, MIT Sloan Working Paper 5105-14. Cambridge, MA: MIT Sloan School of Management, July 2014.

“Little's Law as Viewed on Its 50th Anniversary.” Little, John D.C. Operations Research Vol. 59, No. 3 (2011): 536-549.  (2011)

“Little’s Law.” Little, John D. C. and Stephen C. Graves. In Building Intuition: Insights from Basic Operations Management Models and Principles, edited by D. Chhajed and T. J. Lowe, 81-100. New York, NY: Springer Science and Business Media LLC, 2008. 

Little's Law.” Little, John D.C. and Stephen C. Graves. In Building Intuition: Insights from Basic Operations Management Models and Principles, edited by Dilip Chhajed and Timothy J. Lowe,  81-100. New York, NY: Springer Science+Business Media, LLC, July 2008.

"A Logit Model of Brand Choice Calibrated on Scanner Data."Guadagni, Peter M. and John D.C. Little. Marketing Science  Vol. 27, No. 1 (2008): 29-48. (2008)

"Commentary on: A Logit Model of Brand Choice Calibrated on Scanner Data. A 25th Anniversary Perspective."Guadagni, Peter M. and John D.C. Little. Marketing Science Vol. 27, No. 1 (2008): 26-28. (2008)

"Choice in Interactive Environments."Steckel, Joel H., Russell S. Winer, Randolph E.Bucklin, Benedict G.C. Dellaert, Xavier Dreze, Gerald Haubl, Sandy D. Jap, John D.C. Little, Tom Meyvis, Alan L. Montgomery and Arvind Rangaswamy. Marketing Letters Vol. 16, No. 3-4 (2005): 309-320. (2005)

“Comments on ‘Managers and Models: The Concept of a Decision Calculus' -- Managerial Models for Practice.” Little, John D.C. Management Science Vol. 50 (12 Supplement) 1854-1860. (2004)

"Models and Managers: The Concept of a Decision Calculus." Little, John D.C. Management Science Vol. 50, No. 12_s (2004):1841-1853.  (2004)

"Choice and the Internet: From Clickstream to Research Stream."Bucklin, Randolph E., James M. Lattin, Asim Ansari, Sunil Gupta, David Bell, Eloise Coupey, John D.C. Little, Carl Mela, Alan Montgomery and Joel Steckel. Marketing Letters Vol. 13, No. 3 (2002): 245-258. (2002)

"Philip M. Morse and the Beginnings." Little, John D.C. Operations Research Vol. 50, No. 1 (2002): 146-148. (2002)

"Improving Coupon Profitability." Leclerc, France, John D.C. Little and Sanjay K. Dhar, MIT Sloan Working Paper 4104. Cambridge, MA: MIT Sloan School of Management, 2002.

"The History of the Marketing College is a Work in Progress." Little, John D.C. Marketing Science Vol. 20, No. 4 (2001): 364-372. (2001)

"Agents to the Rescue?" West, Patricia M., Dan Ariely, Steve Bellman, Eric Bradlow, Joel Huber, Eric Johnson, Barbara Kahn, John Little and David Schkade. Marketing Letters  Vol. 10, No. 3 (1999): 285-300. (1999)

"Integrated Measures of Sales, Merchandising, and Distribution."Little, John D.C. International Journal of Research in Marketing Vol. 15, No. 5 (1998): 473-485. (1998)

"From Decision Support to Decision Automation: A 2020 Vision." Bucklin, Randolph E., Donald R. Lehmann and John D.C Little. Marketing Letters  Vol. 9, No. 3 (1998): 235-246. (1998)

"When and What to Buy: A Nested Logit Model of Coffee Purchase." Guadagni, Peter M. and John D.C. Little. Journal of Forecasting Vol.17, No. 3-4 (1998): 303-326. (1998)

"Can Advertising Copy Make FSI Coupons More Effective?"Leclerc, France and John D.C. Little. Journal of Marketing Research Vol. 34, No. 4 (1997): 473-484. (1997)

"Analyzing Prehistoric Diets by Linear Programming." Little, John D.C. and Elizabeth A. Little. Journal of Archaeological Science Vol. 23, No. 8 (1997): 741-748. (1997)

"A Theory of Forward Buying, Merchandising, and Trade Deals."Lal, Rajiv, John D.C. Little and J. Miguel Villas-Boas. Marketing Science Vol, 15, No. 1 (1996): 21-37. (1996)

"Calculating Market Response in Logit Models with Purchase Feedback." Peter S. Fader, Bruce G.S. Hardie, John D.C. Little and Makoto Abe. (1995)

"Models for Marketing Managers." John D.C. Little. In Proceedings of the 13th Paul D. Converse Symposium, edited by Kent B. Monroe and Devanathan Sudharshan. Chicago, IL: 1995. 

"An Empirical Analysis of Latitude of Price Acceptance in Consumer Packaged Goods." Kalyanaram, Gurumurthy and John D.C. Little. Journal of Consumer Research Vol. 21, No. 3 (1994): 408-418. (1994)

“On Model Building.” Little, John D.C. In Ethics in Modeling, edited by William A. Wallace, 167-182. Oxford, UK: Emerald Group Publishing, May 1994.

"Information Technology in Marketing." Little, John D.C. In Information Technology and the Corporation of the 1990s: Research Studies, edited by Thomas J. Allen and Michael S. Scott Morton, 454-474. New York, NY: Oxford University Press, January 1994.

"Modeling Market Response in Large Customer Panels." Blattberg, Robert C., John D.C. Little and Rashi Glazer. In The Marketing Information Revolution, edited by Blattberg, Robert C., John D.C. Little and Rashi Glazer. Cambridge, MA: Harvard Business School Press, January 1994.

The Marketing Information Revolution. Blattberg, Robert C., Rashi Glazer, and John D.C. Little. Boston, MA: Harvard Business School Press, 1994.

"Commentary on `Marketing Science's Pilgrimage to the Ivory Tower' by Hermann Simon." Little, John D. C., Leonard M. Lodish, John R. Hauser and Glen L. Urban. In Research Traditions in Marketing, edited by Gilles Laurent, Gary L. Lilien and Bernard Pras, 45-51. (1994)

"Estimating Nonlinear Parameters in the Multinomial Logit Model." Fader, Peter S., James M. Lattin and John D.C. Little. Marketing Science Vol. 11, No. 4 (1992): 372-85. (1992)

"Tautologies, Models and Theories: Can We Find 'Laws' of Manufacturing." Little, John D.C. IIE Transactions Vol. 24, No. 3 (1992): 7-13. (1992)

"Are There 'Laws' of Manufacturing." Little, John D.C. Manufacturing Systems: Foundations of World-Class Practice, edited by J.A. Heim and W.D. Compton, 180-188. Washington, DC: National Academies Press, January 1992.

"Operations Research in Industry: New Opportunities in a Changing World." Little, John D.C. Operations Research Vol. 39, No. 4 (1991): 531-42. (1991)

"Operations Research in Industry: Success - Yes; Wisdom - Maybe; Complacency - No." Little, John D.C. In Operational Research '90, edited by Hugh E. Bradley, 3-10. Oxford, UK: Pergamon Press, April 1991.

"CoverStory - Automated News Finding in Marketing." Schmitz, John D., Gordon D. Armstrong and John D.C. Little. Interfaces Vol. 20, No. 6 (1990): 29-38. (1990)

"The Charles River Dialogs." Little, John D.C. and Rico Bumbaca, MIT Working Paper 89-6. Cambridge, MA: MIT Marketing Center Working Paper, May 1989.

"An Experiment in Approval Voting." Fishburn, Peter C. and John D.C. Little. Management Science Vol. 34, No. 5 (1988): 555-568. (1988)

"Research Opportunities in the Decision and Management Sciences." Little, John D.C. Management Science Vol. 32, No. 1 (1986): 1-13. (1986)

"Decision Support Systems for Marketing Managers." John D.C. Little and Michael N. Cassettari. New York, NY: 1984

"A Logit Model of Brand Choice Calibrated on Scanner Data." Guadagni, Peter M. and John D.C. Little. Marketing Science Vol. 2 No. 3 (1983): 203-238. (1983)

“The Development, Testing, and Execution of a New Marketing Strategy at AT&T Long Lines." Kuritsky, Alan P., John D.C. Little, Alvin J. Silk and Emily S. Bassman. Interfaces Vol. 12, No. 6 (1982): 22-37. (1982)

"Knowledge from Numbers: Marketing Decision Support Systems." Little, John D.C., Lakshmi Mohan and Anthony Hatoun. Industrial Marketing Vol. 67, No. 3 (1982): 46-49. (1982)

"The MAXBAND Program for Arterial Signal Timing Plans." Cohen, S.L. and John D.C. Little. Public Roads Vol. 46, No. 2 (1982): 61-65. (1982)

"MAXBAND: A Program for Setting Signals on Arteries and Triangular Networks." Little, John D.C., Mark D. Kelson and Nathan H. Gartner. Transportation Research Record Vol. 795 (1981): 40-46. (1981)

"A Theory for Pricing Nonfeatured Products in Supermarkets." Little, John D.C. and Jeremy F. Shapiro. Journal of Business Vol. 53, No. 3 pt.2 (1980): S199-S209. (1980)

"Aggregate Advertising Models: The State of the Art." Little, John D.C. Operations Research Vol. 27, No. 4 (1979): 629-667. (1979)

"Decision Support Systems for Marketing Managers." Little, John D.C. Journal of Marketing  Vol. 43, No. 3 (1979): 9-26. (1979)

"Marketing Issues Related to "Waste" Grown Aquatic Foods." Huguenin, John E. and John D.C. Little. Environmental Management Vol. 1, No. 5 (1977): 433-440. (1977)

"Optimal Adaptive Control: A Multivariate Model for Marketing Applications." Little, John D.C. IEEE Transactions on Automatic Control Vol. 22, No. 2 (1977): 187-195. (1977)

"Simultaneous Optimization of Offsets, Splits and Cycle Times." Gartner, Nathan H., John D.C. Little and Henry Gabbay. Transportation Research Record Vol. 596 (1976): 6-15. (1976)

"The ADVISOR Project: A Study of Industrial Marketing Budgets." Lilien, Gary L. and John D.C. Little. MIT Sloan Management Review, 1976.

"Optimization of Traffic Signal Settings by Mixed-Integer Linear Programming, Part 1: The Network Coordination Problem." Gartner, Nathan H., John D.C. Little and Henry Gabbay. Transportation Science Vol. 9, No. 4 (1975): 321-363. (1975)

"Optimization of Traffic Signal Settings by Mixed-Integer Linear Programming, Part 2: The Network Synchronization Problem." Gartner, Nathan H., John D.C. Little and Henry Gabbay. Transportation Science Vol. 9, No. 4 (1975): 344-363. (1975)

"BRANDAID: A Marketing-Mix Model, Part 1: Structure." Little, John D.C. Operations Research Vol. 23, No. 4 (1975): 628-655. (1975)

"BRANDAID: A Marketing-Mix Model, Part 2: Implementation, Calibration, and Case Study." Little, John D.C. Operations Research Vol. 23, No. 4 (1975): 656 - 673. (1975)

"A Market Share Theorem." Bell, David E., Ralph L. Keeney and John D.C. Little. Journal of Marketing Research Vol. 12 (1975): 136-141. (1975)

"BRANDAID II." Little, John D.C., MIT Sloan Working Paper 687-73. November 1973.

"Optimal Service Policy for the M/G/1 Queue with Multiple Classes of Arrivals." James S. Kakalik and John D.C. Little. In Rand Paper Series P-4525. Santa Monica, CA: September 1971.

"Citizen Feedback System: The Puerto Rico Model.” Little, John D.C., Chandler H. Stevens and Peter Tropp. National Civic Review Vol. 60, No. 4 (1971): 191-198. (1971)

"Models and Managers: The Concept of a Decision Calculus." Little, John D.C. Management Science Vol. 16, No. 8 (1970): B-466 - B-485. (1970)

"A Media Planning Calculus." Little, John D.C. and Leonard M. Lodish. Operations Research Vol. 17, No. 1 (1969): 1-35. (1969)

"A Geographic Model of an Urban Automobile Market." John D.C. Little and Theodore E. Hlavac, Jr. In Proceedings of the 4th International Conference on Operational Research, edited by David B. Hertz and J. Melese. New York, NY: 1969.

"Evaluation and Improvement of Traffic Signal Settings by Simulation." Miller, Stephen B. and John D.C. Little. Highway Research Record  Vol. 170 (1967): 56-59. (1967)

"A Model of Adaptive Control of Promotional Spending." Little, John D.C. Operations Research Vol. 14, No. 6 (1966): 1075-1097. (1966)

"A Media Selection Model and its Optimization by Dynamic Programming." Little, John D.C. and Leonard M. Lodish. Industrial Management Review Vol. 8, No. 1 (1966): 15-24. (1966)

"The Synchronization of Traffic Signals by Mixed-Integer Linear Programming." Little, John D.C. Operations Research Vol. 14, No. 4 (1966): 568-594. (1966)

"Synchronizing Traffic Signals for Maximal Bandwidth.” Little, John D.C., B. Martin and J. Morgan. Highway Research Record  Vol. 118 (1966): 21-47. (1966)

"Synchronizing Traffic Signals for Maximal Bandwidth." Morgan, John T. and John D.C. Little. Operations Research Vol. 12, No. 6 (1964): 896-912. (1964)

"An Algorithm for the Traveling Salesman Problem." Little, John D.C., Katta G. Murty, Dura W. Sweeney and Caroline Karel. Operations Research Vol. 11, No. 6 (1963): 972-989.  (1963)

"A Proof of the Queuing Formula: L=λW." Little, John D.C. Operations Research Vol. 9, No. 3 (1961): 383-387.  (1961)

"Approximate Expected Delays for Several Maneuvers by a Driver in Poisson Traffic." Little, John D.C. Operations Research Vol. 9, No. 1 (1961): 39-52. (1961)

Spheroidal Wave Functions: Including Tables of Separation Constants and Coefficients. Stratton, Julius A., Philip M. Morse, Lan Jen Chu, John D.C. Little and Fernando J. Corbato. Cambridge, MA: The MIT Press, 1956.

"The Use of Storage Water in a Hydroelectric System." Little, John D.C. Operations Research Vol. 3, No. 2 (1955): 187-197. (1955)


Contact Information
Office: E62-534
Tel: (617) 253-3738
Fax: (617) 258-7597
Support Staff
Name: Kaitlin Smith
Tel: (617) 324-4095

Research Center(s)

General Expertise
Advertising; Analytics; Brand management; Branding; Channels; Consumer packaged goods; Data mining; Decision making; Decision support; Manufacturing; Manufacturing systems; Market research; Marketing; Marketing channels; Mathematical programming; Mathematical programming; Media; Operations management; Operations management; Operations research; Optimization; Pricing; Pricing; Probability; Probability, applied; Product loyalty; Sales and sales processes; Statistics