Marketing Science: John D. C. Little

One of the keys of marketing is anticipating trends, and Little is as connected to the future of his field as he is to its legacy. He is now researching the impact of marketing activities on consumer choice and defining planning models for advertising and couponing. In fact, Little is one of the key researchers on the forefront of e-commerce and marketing automation. “Business transactions on the Internet, where much of the decision-making must be preprogrammed into Web software, are made to order for OR,” he says. “You can drive out a lot of costs using OR techniques.”

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