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- Title
Fader, Hardie, and Lee Win Hardin Award.
- Authors
Chakrapani, Chuck
- Abstract
The article reports that the 2006 David K. Hardin Memorial Award for the best article goes to Peter S. Fader of the Wharton School of the University of Pennsylvania, Bruce G.S. Hardie of the London Business School, England, and Ka Lok Lee of Catalina Health Resource, Florida. Their article "More Than Meets the Eye" appeared in the summer 2006 issue of "Marketing Research." It challenges the regression type models for estimating customer lifetime value. The authors' views was that observed behaviors of consumers is an outcome of a random process governed by their latent characteristics.
- Subjects
MARKETING awards; HARDIN, David K.; FADER, Peter S.; KA Lok Lee; HARDIE, Bruce G. S.; CONSUMER behavior; AWARDS
- Publication
Marketing Research, 2007, Vol 19, Issue 3, p5
- ISSN
1040-8460
- Publication type
Article