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 Research Paper 5105-14. Download Working Paper at SSRN. Download Paper Presentation. (2014)

Little's Law as Viewed on Its 50th Anniversary,Operations Research, 59(3) 536-549. (Invited paper) (2011)

"A Logit Model of Brand Choice Calibrated on Scanner Data,"Guadagni, Peter M. and John D.C. Little, in Marketing Science, 27, 1, 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, in Marketing Science, 27, 1, 26-28. (2008)

“Little's Law,” Little, John D.C. and Stephen C. Graves. Chapter 5 in: Building Intuition: Insights from Basic Operations Management Models and Principles, Dilip Chhajed and Timothy J. Lowe, eds. Springer Science+Business Media, LLC, New York. (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, in Marketing Letters, 16, 3-4, 309-320. (2005)

Comments on ‘Managers and Models: The Concept of a Decision Calculus' -- Managerial Models for Practice,Management Science, 50 (12 Supplement) 1854-1860 (2004)

"Models and Managers: The Concept of a Decision Calculus," Little, John D.C., Management Science, 50, 1841-1853 [Special issue containing the top ten papers judged to be most influential in the first 50 years of the journal Management Science]. (2004)

"Philip M. Morse and the Beginnings," Operations Research, 50 (1) 146-148 (2002)

"Choice and the Internet: From Clickstream to Research Stream," Marketing Letters, 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, 13 (3) 245-258 (2002)

"The History of the Marketing College is a Work in Progress," Little, John D.C., Marketing Science,20 (4) 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, 10 (3) 285-300 (1999)

"From Decision Support to Decision Automation: A 2020 Vision," Marketing Letters, Bucklin, Randolph E., Donald R. Lehmann, and John D.C Little, 9 (3) 235-246 (1998)

"Integrated Measures of Sales, Merchandising, and Distribution,"Little, John D.C., International Journal of Research in Marketing, 15 (5) 473-485 (1998)

"When and What to Buy: A Nested Logit Model of Coffee Purchase," Guadagni, Peter M. and John D.C. Little, Journal of Forecasting, 17, 303-326 (1998)

"Can Advertising Copy Make FSI Coupons More Effective?," Journal of Marketing Research, Leclerc, France and John D.C. Little, 34 (4) 473-484 (1997)

"A Theory of Forward Buying, Merchandising, and Trade Deals," Marketing Science, Lal, Rajiv, John D.C. Little, and J. Miguel Villas-Boas, 15 (1) 21-37 (1996)

"Models for Marketing Managers," in D. Sudharshan and K. Monroe, eds., Proceedings of the 13th Paul D. Converse Symposium, American Marketing Association, Chicago. (1995)

"An Empirical Analysis of Latitude of Price Acceptance in Consumer Packaged Goods," Kalyanaram, Gurumurthy and John D.C. Little. Journal of Consumer Research, 21 408-418 (1994)

"Information Technology in Marketing," in Thomas J. Allen and Michael S. Scott Morton, eds., Information Technology and the Corporation of the 1990s: Research Studies, Oxford University Press, New York. (1994)

"Modeling Market Response in Large Customer Panels," in Blattberg, Glazer and Little, eds., The Marketing Information Revolution, Harvard Business School Press (1994)

“On Model Building,” pp. 167-182 in William A. Wallace, ed., Ethics in Modeling, Pergamon, Elsevier Science Ltd., Oxford, U.K. (1994)

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

"Tautologies, Models and Theories: Can We Find 'Laws' of Manufacturing," IIE Transactions, Little, John D.C., 24 (3) 7-13 (1992)

"Estimating Nonlinear Parameters in the Multinomial Logit Model," Marketing Science, Fader, Peter S., James M. Lattin, and John D.C. Little, 11 (4) 372-85 (1992)

"Operations Research in Industry: Success - Yes; Wisdom - Maybe; Complacency - No." Little, John D.C., in H.E. Bradley, ed., Operational Research '90, Pergamon Press, Oxford, 1991: 3-10

"CoverStory - Automated News Finding in Marketing," Interfaces, Schmitz, John D., Gordon D. Armstrong, and John D.C. Little, 20(6) 29-38 (1990)

"An Experiment in Approval Voting," Management Science, Fishburn, Peter C. and John D.C. Little, 34(5) 555-568 (1988)

"Research Opportunities in the Decision and Management Sciences," Management Science, Little, John D.C., 32(1) 1-13 (1986)

Decision Support Systems for Marketing Managers. Little, John D.C. and Michael N. Cassettari. New York, NY: AMA Membership Publications Division, American Management Associations, 1984.

"Knowledge from Numbers: Marketing Decision Support Systems." Little, John D.C., Lakshmi Mohan, and Anthony Hatoun. Industrial Marketing, 67 (3) 46-49 (1982)

The Development, Testing, and Execution of a New Marketing Strategy at AT&T Long Lines," Interfaces, Alan P. Kuritsky, John D.C. Little, Alvin J. Silk, and Emily S. Bassman, 12 (6) 22-37 (1982)

"The MAXBAND Program for Arterial Signal Timing Plans," Public Roads, Cohen, S. L. and J. D. C. Little, 46 (2) 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 795, 40-46 (1981)

"A Theory for Pricing Nonfeatured Products in Supermarkets," Journal of Business, Little, John D.C. and Jeremy F. Shapiro, 53 (3 pt.2) S199-209 (1980)

"Aggregate Advertising Models: The State of the Art", Operations Research, Little, John D.C., 27(4) 629-667 (1979)

"Decision Support Systems for Marketing Managers," Journal of Marketing, Little, John D.C., 43 (3) 9-26 (1979)

"Marketing Issues Related to "Waste" Grown Aquatic Foods," Environmental Management, Huguenin, John E. and John D.C. Little, 1 (5) 433-440 (1977)

"Optimal Adaptive Control: A Multivariate Model for Marketing Applications," IEEE Transactions on Automatic Control, AC-22 (2) 187-195 (1977)

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

"The ADVISOR Project: A Study of Industrial Marketing Budgets," Sloan Management Review, Lilien, Gary L. and John D.C. Little, 17,17-31 (1976)

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

"BRANDAID: A Marketing-Mix Model, Part 1: Structure" and "Part 2: Implementation, Calibration, and Case Study," Operations Research, Little, John D.C., 23 (4)628-673 (1975)

"Optimization of Traffic Signal Settings by Mixed-Integer Linear Programming, Part 1: The Network Coordination Problem" and "Part 2: The Network Synchronization Problem." Gartner, Nathan H., John D.C. Little, and Henry Gabbay, Transportation Science 9(4) 321-363. (1975)

"Optimal Service Policy for the M/G/1 Queue with Multiple Classes of Arrivals," Kakalik, James S. and John D.C. Little. P-4525, The RAND Corporation (1971)

"Citizen Feedback System: The Puerto Rico Model,” National Civic Review, Little, John D.C., Chandler H. Stevens, and Peter Tropp, 60 (4) 191-198, 203 (1971)

"A Geographic Model of an Urban Automobile Market." Little, John D.C. and Theodore E. Hlavac, Jr., in D. Hertz and J. Melese, ed., Proc. of the 4th International Conference on Operational Research, Wiley-Interscience, New York: 302-311 (1969)

"A Media Planning Calculus," Operations Research, Little, John D.C. and Leonard M. Lodish, 17(1) 1-35 (January). (1969)

"Evaluation and Improvement of Traffic Signal Settings by Simulation," Highway Research Record, Miller, S. and J. D. C. Little,170, 56-59 (1967)

"The Synchronization of Traffic Signals by Mixed-Integer Linear Programming." Little, John D.C. Operations Research, 14 (4): 568-594 (1966)

"A Media Selection Model and its Optimization by Dynamic Programming," Industrial Management Review, Little, John D.C. and Leonard M. Lodish, 8, 15-24 (1966)

"A Model of Adaptive Control of Promotional Spending," Operations Research, Little, John D.C., 14 (6) 1075-1097 (1966)

"Synchronizing Traffic Signals for Maximal Bandwidth," Operations Research, Morgan, John T. and John D.C. Little, 12 (6) 896-912 (1964)

"An Algorithm for the Traveling Salesman Problem," Little, John D.C., Katta G. Murty, Dura W. Sweeney, Caroline Karel. Operations Research, 11(6) 972-989. (This paper coined the term: “branch and bound”) (1963)

"A Proof of the Queuing Formula: L=λW," Operations Research, 9 (3) 383-387. (L=λW has come to be known as Little's Law.) (1961)

"Approximate Expected Delays for Several Maneuvers by a Driver in Poisson Traffic," Operations Research, Little, John D.C., 9 (1) 39-52 (1961)

"The Use of Storage Water in a Hydroelectric System," Operations Research, Little, John D.C. , 3 (2) 187-197. [Honorable mention: Lanchester Prize for the best publication in operations research in 1955]


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Support Staff
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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