Quantitative marketing as a discipline started around the mid 60"s and has been dominated by only a handful of individuals. Robert Blattberg is one of them and has been a leader in setting a research agenda for this discipline. The collection of articles in this book along with commentary by some of his doctoral students is a magnificent testament to the genius of Robert Blattberg. The chapters in this book are organized into six parts. The first part, titled Early Bob , traces research which he completed during the first decade after he joined University of Chicago. The second part is titled Statistical Bob . This part comprises papers that Robert wrote in characterizing the response of consumers to dealing. The third part is titled Promotional Bob , and covers roughly a ten-year stretch from 1987 to 1996. The fourth part titled Big Bob , describes Robert"s contribution to and impact on marketing practice. The fifth part is titled Direct Bob , and focuses on what customer level...