Robert Blattberg
Robert Blattberg

MARKETING
Professor Emeritus of Marketing

Print Overview

Robert C. Blattberg is Professor Emeritus of Marketing (formerly the Polk Bros. Professor of Retailing and Director of the Center for Retail Management). Professor Blattberg joined the faculty in 1991 and retired in 2009. Prior to his appointment at the Kellogg School, Blattberg served as the Charles H. Kellstadt Professor of Marketing and Director of the Center for Marketing Information Technology at the Graduate School of Business at the University of Chicago. He received his PhD in industrial administration from Carnegie Mellon University.

His primary research is in the areas of marketing information technology, database marketing, sales promotions, pricing and retailing. His articles have appeared in the Journal of Marketing Research, Management Science, Marketing Science, Econometrica, Journal of Marketing, Journal of Direct Marketing, and other leading academic journals. He has co-authored four books, including Sales Promotions (Prentice-Hall) and Customer Equity (Harvard Business Press). Professor Blattberg has consulted to a wide variety of firms including American Express, Kroger, Best Buy, Rite Aid, IRI, and A.T. Kearney. He has won both the John D.C. Little award for best paper in Marketing Science and the Robert B. Clarke Award from the Direct Marketing Educational Foundation as Educator of the Year.

Print Vita
Education
PhD, 1971, Industrial Administration, Carnegie Mellon University
MS, 1966, Industrial Administration, Carnegie Mellon University
BA, 1964, Mathematics, Northwestern University

Grants and Awards
Sidney J. Levy Teaching Award, Kellogg School of Management, 1999-2000

 
Print Research
Research Interests
Database marketing; use of statistical models to make marketing decisions in areas of new product forecasting, direct marketing, promotional; price elasticity estimation

Articles
Malthouse, Edward and Robert Blattberg. 2005. Can We Predict Customer Lifetime Value?. Journal of Interactive Marketing. 19(1): 2-16.
Thomas, Jacqueline S., Robert Blattberg and Edward J. Fox. 2004. Recapturing Lost Customers. Journal of Marketing Research. 41(1): 31-45.
Blattberg, Robert and Edward Malthouse. 2003. Can Long-Term Values Models Be Used To Develop Customer Relationship Management Strategies?. Journal of Marketing.
Blattberg, Robert and Jacqueline S. Thomas. 1999. The Design and Application of Databases to Enhance Customer Equity.
Blattberg, Robert and John Deighton. 1996. Manage Marketing by the Customer Equity Test. Harvard Business Review. 74(4): 136-144.
Blattberg, Robert, Byung-Do Kim and Jianming Ye. 1996. Defining Baseline Sales in a Competitive Environment. Seoul Journal of Business.
Blattberg, Robert, Richard A. Briesch and Edward J. Fox. 1995. How Promotions Work. Marketing Science. 14(3): 122-132.
Kim, Byung-Do, Robert Blattberg and Peter Rossi. 1995. Modeling the Distribution of Price Sensitivity and Implications for Optimal Retail Pricing. Journal of Business & Economic Statistics. 13(3): 291-303.
Blattberg, Robert, Gary Getz and John D.C. Little. 1994. The Marketing Information Revolution.
Blattberg, Robert, Richard A. Briesch and Edward J. Fox. 1994. Les Questions en Suspens dans le Domaine de la Promotion des Ventes. Recherche et Applications en Marketing. 9(3): 109-123.
Blattberg, Robert. 1993. Estimation under Profit-Driven Loss Functions. Journal of Business and Economic Statistics. 10(4): 437-44.
Blattberg, Robert. 1991. Behavioral Research in the 1990's. Marketing Research. 3(3): 12-24.
Blattberg, Robert and John Deighton. 1991. Interactive Marketing: Exploiting the Age of Addressability. Sloan Management Review. 33(1): 5-14.
Blattberg, Robert. 1991. Seemingly Unrelated Equations: Shrinkage Estimation of Price and Promotional Elasticities. Journal of the American Statistical Association. 86(414): 304-315.
Blattberg, Robert. 1990. Database Models and Managerial Intuition: 50% Model + 50% Manager. Management Science. 36(8): 887-899.
Blattberg, Robert and Scott Neslin. 1990. Sales Promotion: The Long and Short of It. Marketing Letters.
Blattberg, Robert and L. Gold. 1989. High Technology Growth and Its Impact on Marketing Research. Proceedings of the 42nd ESOMAR Congress. 42
Blattberg, Robert. 1989. Price-Induced Patterns of Competition. Marketing Science. 8(4): 291-309.
Blattberg, Robert. 1987. Modeling the Effectiveness and Profitability of Trade Promotions. Marketing Science. 6(2): 124-146.
Blattberg, Robert. 1987. A New Theory of Direct Market Testing: Or Why Rollout Results Do Not Match Test Results. Journal of Direct Marketing. 1(4): 24-37.
Blattberg, Robert. 1986. Research Opportunities in Direct Marketing. Journal of Direct Marketing.
Blattberg, Robert. 1981. A Micro-Modeling Approach to Determine the Advertising-Sales Relationship. Management Science. 27(9): 988-1005.
Blattberg, Robert. 1981. A Theoretical and Empirical Evaluation of Price Deals for Consumer Nondurables. Journal of Marketing. 45(1): 116-129.
Blattberg, Robert. 1981. An Assessment of the Contribution of Log Linear Models to Marketing Research. Journal of Marketing. 45(2): 89-97.
Blattberg, Robert and Subrata K. Sen. 1980. Segmentation Strategies of New National Brands. Journal of Marketing. 44(4): 59-67.
Blattberg, Robert. 1980. Estimating Advertising Effects on Sales Given the Presence of an Advertising Budgeting Decision Rule. Proceedings of the TIMS/ORSA Market Measurement and Analysis Conference.
Blattberg, Robert. 1979. The Design of Advertising Experiments Using Statistical Decision Theory. Journal of Marketing Research. 16(2): 191-202.
Blattberg, Robert. 1978. Tracker: An Early Test Market Forecasting and Diagnostic Model for New Product Planning. Journal of Marketing Research. 15(2): 192-202.
Blattberg, Robert and Subrata K. Sen. 1978. Identifying the Deal Prone Segment. Journal of Marketing Research. 15(3): 369-377.
Blattberg, Robert. 1977. Results from the Pilot for Project Payout. Proceedings of the Advertising Research Conference.
Blattberg, Robert and Subrata K. Sen. 1976. Alternative Procedures for Modeling Buyer Behavior Using Consumer Panels. Proceedings of the American Statistical Association.
Blattberg, Robert and Subrata K. Sen. 1976. Market Segments and Stochastic Brand Choice Models. Journal of Marketing Research. 13(1): 34-45.
Blattberg, Robert and Subrata K. Sen. 1976. Purchase Strategies Across Product Categories. Journal of Consumer Research. 3(3): 143-154.
Blattberg, Robert. 1975. Statistical Procedures for Comparing Alternative Marketing Services. Proceedings of the American Statistical Association.
Blattberg, Robert and Subrata K. Sen. 1975. A Bayesian Technique to Discriminate Between Stochastic Models of Brand Choice. Management Science. 21(6): 682-696.
Blattberg, Robert and Subrata K. Sen. 1974. Market Segmentation Using Models of Multidimensional Purchasing Behavior. Journal of Marketing. 38(4): 17-28.
Blattberg, Robert and Subrata K. Sen. 1973. An Evaluation of the Application of Minimum Chi-Square Procedures to Stochastic Models of Brand Choice. Journal of Marketing Research. 10(4): 421-427.
Blattberg, Robert. 1971. Regression with Non-Gaussian Disturbances: Some Sampling Results. Econometrica. 39(3): 501-510.
Blattberg, Robert. 1970. A Statistical Evaluation of Transit Promotion. Journal of Marketing Research. 7(3): 293-299.
Working Papers
Blattberg, Robert, Gary Getz and Jacqueline S. Thomas. Forthcoming. Customer Equity.
Bouman, Peter, Edward Malthouse and Robert Blattberg. 2006. Estimating the True Value of a Marketing Contact.
Book Chapters
Blattberg, Robert and Jacqueline S. Thomas. 2000. "Valuing, Analyzing and Managing the Marketing Function Using Customer Equity Principles." In Kellogg on Marketing, edited by Dawn Iacobucci, 302-319. New York, NY: John Wiley & Sons.
Blattberg, Robert and Jacqueline S. Thomas. 1999. "The Design and Application of Datbases to Enhance Customer Equity." In The Handbook of Customer Bonding: Basics, Concepts and Experiences, edited by M. Bruhn and C. Homburg, Wiesbaden, Germany: Gabler Publishing.
Blattberg, Robert. 1994. "The Marketing Information Revolution." In The Marketing Information Revolution [edited by edited by R Blattberg, R Glazer, JDC Little], Cambridge, MA: Harvard Business Press.
Blattberg, Robert and Scott Neslin. 1993. "Sales Promotion." In Handbooks in Operations Research and Management Science, Volume-Marketing, edited by J Eliashberg and G Lilien, Elsevier Science Publishers BV.
Blattberg, Robert. 1993. "Database Marketing." In Handbook of Marketing, edited by S. Levy, Chicago, Illinois: Dartnell.
Blattberg, Robert. 1991. "Marketing of Art Museums." In The Economics of Arts Museum [M Feldstein], Chicago, Illinois: University of Chicago Press.
Blattberg, Robert. 1983. "Response Function Estimation Using UPC Scanner Data." In Advances and Practices of Marketing Science, edited by Fred Zufryden, 300-311. Providence, RI: Institute of Management Science.
Other
Blattberg, Robert, Byung-Do Kim and Jianming Ye. "Large-Scale Models." Harvard Business Press.
Blattberg, Robert. "Assessing and Capturing the Soft Benefits of Scanning.".
Blattberg, Robert. "The Economy in Transition.".
Books
Blattberg, Robert, Byung-Do Kim and Scott Neslin. 2008. Database Marketing: Analyzing and Managing Customers. Springer Press.
Blattberg, Robert and Scott Neslin. 1990. Sales Promotions: Concepts, Methods and Strategies. Englewood Cliffs, NJ: Prentice Hall.

 
Print Teaching
Teaching Interests
Marketing strategy, retailing, and sales promotions