John D.C. Little


John D.C. Little

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John Little is a Professor Emeritus at the MIT Sloan School of Management.

Little has had a distinguished career spanning five decades. He has published seminal papers in operations research methodology, traffic signal control, decision support systems, and especially marketing. In operations research he is best known for his proof of the queuing formula L = λW, commonly known as Little's Law. Considered a pioneer in marketing science, Little has done research on a broad set of modeling and decision support issues, including models of individual choice behavior, adaptive control of promotional spending, and marketing mix models for consumer packaged goods.

He is coeditor with Blattberg and Glazer of The Marketing Information Revolution, (HBS Press, 1994). When the Internet burst on the scene, Little was quickly attracted to e-commerce and cotaught the first course on the subject at MIT Sloan. In addition to his continuing interest in consumer packaged goods, he is currently conducting research on marketing automation in Internet retailing.

Among Little's honors, he has been elected to the National Academy of Engineering, and has received the Parlin Award and the Paul D. Converse Award of the American Marketing Association, as well as the George E. Kimball Medal of the Institute for Operations Research and the Management Sciences (INFORMS). He is a Fellow of INFORMS and of the American Association for the Advancement of Science.


John Little wins Sheth Foundation Medal

John Little was honored at a "John D. C. Little Festschrift Celebration," which took place at the 2009 INFORMS Marketing Science Conference

John Hauser and John Little were elected as inaugural Fellows of ISMS

John Little paper reprinted for the January/February 2008 special issue of Marketing Science


"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.

"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.

"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.

"A Market Share Theorem."

Bell, David E., Ralph L. Keeney and John D.C. Little. Journal of Marketing Research Vol. 12, No. 2 (1975): 136-141.

"A Media Planning Calculus."

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

"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.

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