Research Areas

Principal Publications

Market Response Models—the use of econometric models to measure response to marketing mix variables. First-place dissertation award; articles in the Journal of Marketing Research; books published by Elsevier and Kluwer.

Implementation of Management Science and Information Systems. Three books; co-editor, special issue of Management Science; co-editor, special issue of Interfaces; founding editor, Applications of Management Science.

Marketing Theory. Maynard Award for best theoretical article published in the Journal of Marketing; article on lack of marketing principles in Marketing Letters.

Forecasting. Article on forecasting implementation in International Journal of Forecasting; co-editor, special issue of International Journal of Forecasting; co-editor, International Journal of Forecasting.