Market Measurement and Analysis: the First 'Marketing Science' conference

摘要

A few years after I had joined the faculty at Stanford University's Graduate School of business in 1975, I re- Ceived a call from Frank Bass. During the conversa- Tion, which may have focused on our response to a Comment on a paper we had published in the Journal Of Marketing research, he suggested that I consider or- Ganizing a conference on applied econometrics in mar- Keting. Frank had been my thesis advisor at Purdue University, and he knew of my interest in this topic. However, I also had concerns about the extent to Which data limitations prevented econometric model Results from having much impact on marketing deci- Sions.