Leonard M. Lodish

Best Publications

• Resource Allocation Behavior in Conventional Channels

  Erin Anderson;Leonard M. Lodish;Barton A. Weitz

  757
  Citations

• Consumer Shopping and Spending across Retail Formats

  Edward J. Fox;Alan L. Montgomery;Leonard M. Lodish

  596
  Citations

• How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments:

  Leonard M. Lodish;Magid Abraham;Stuart Kalmenson;Jeanne Livelsberger

  588
  Citations

• Comparing Dynamic Consumer Choice in Real and Computer-simulated Environments

  Raymond R. Burke;Bari A. Harlam;Barbara E. Kahn;Leonard M. Lodish

  396
  Citations

• A Media Planning Calculus

  John D. C. Little;Leonard M. Lodish

  353
  Citations

• An Implemented System for Improving Promotion Productivity Using Store Scanner Data

  Magid M. Abraham;Leonard M. Lodish

  294
  Citations

• CALLPLAN: An Interactive Salesman’s Call Planning System

  Leonard M. Lodish

  271
  Citations

• Getting the most out of advertising and promotion.

  M M Abraham;L M Lodish

  225
  Citations

• A Cross-Category Analysis of Category Structure and Promotional Activity for Grocery Products:

  Peter S. Fader;Leonard M. Lodish

  224
  Citations

• Promoter: An Automated Promotion Evaluation System

  Magid M. Abraham;Leonard M. Lodish

  219
  Citations

• A Summary of Fifty-Five In-Market Experimental Estimates of the Long-Term Effect of TV Advertising

  Leonard M. Lodish;Magid M. Abraham;Jeanne Livelsberger;Beth Lubetkin

  169
  Citations

• Sales Force Sizing and Deployment Using a Decision Calculus Model at Syntex Laboratories

  Leonard M. Lodish;Ellen Curtis;Michael Ness;M. Kerry Simpson

  159
  Citations

• How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments

  Unknown

  157
  Citations

• Resource Allocation Behavior in Conventional Channels

  Unknown

  141
  Citations

• Evaluation of the Effectiveness of a Model Based Salesman's Planning System by Field Experimentation

  William K. Fudge;Leonard M. Lodish

  137
  Citations

• A Model and Measurement Methodology for Predicting Individual Consumer Choice

  Richard R. Batsell;Leonard M. Lodish

  128
  Citations

• Sales force modeling: State of the field and research agenda

  Murali K. Mantrala;Sönke Albers;Fabio Caldieraro;Ove Jensen

  116
  Citations

• An Analysis of Real World TV Advertising Tests: A 15-Year Update

  Ye Hu;Leonard M. Lodish;Abba M. Krieger

  111
  Citations

• Modeling Consumers’ Choices of Multiple Items:

  Bari A. Harlam;Leonard M. Lodish

  110
  Citations

• Sales Territory Alignment to Maximize Profit

  Leonard M. Lodish

  106
  Citations