|Allenby scores a triple-play in a tier one marketing journal|
It’s not often that an academic publishes three research articles in a leading journal in a single year, much less in a single issue. Yet Greg Allenby, Helen C. Kurtz Chair in Marketing, accomplished the feat by coauthoring a trio of articles in the January-February 2011 issue of Marketing Science.
Allenby’s research focuses on the development and application of Bayesian statistical methods in marketing. All three articles — “Identifying Unmet Demand,” “The Effect of Media Advertising on Brand Consideration and Choice,” and “Bayesian Analysis of Hierarchical Effects” — use Bayesian modeling to examine various consumer preferences.
In all, Allenby was a coauthor of five articles published in Marketing Science in 2010-2011.
Allenby’s Hat Trick
Allenby’s articles in the issue January-February 2011 issue of Marketing Science included:
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