Acknowledgments
We hope this book takes a step toward bringing advanced analytics to the marketing process. We owe thanks to several people who have made this endeavor possible.
We thank the coauthors of the case studies featured in the book: Samuel Bodily, Robert Maddox, George Michie, Phillip Pfeifer, and Gerry Yemen. We have enjoyed working with them and are thankful for their allowing us to use our joint work in this book. Kelly Ateya, Martha Gray, Timothy Harr, Gautam Kanaparthi, Dustin Moon, Dan Shively, Prateek Shrivastava, Mathew Weiss, and Ivy Zuckerman developed material for important sections using their research skills. We thank Earl Taylor and the speakers and attendants of the Marketing Science Institute Conference on Implementing ...
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