Murthi, B. P. S.

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B.P.S. Murthi is a Professor of Marketing and Director of the Morris Hite Center. His research interests include:

  • Online Reviews and Firm Response
  • Online Personalization, Segmentation and Targeting
  • Customer Relationship Management (CRM)
  • Effectiveness of Customer Loyalty Programs
  • Scanner Data Analysis – Consumer Promotions
  • Customer Lifetime Value
  • Brand Choice models
  • Marketing Efficiency
  • Consumer promotions
  • Affinity and reward cards
  • Long Term Equilibrium Effects
  • Consumer Evaluation Behavior


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