Publications

A Framework for the Comparison of Marketing Models: A Delphi Study

David Bruce Montgomery (1938–2025), Jean Claude Larreche

Journal of Marketing Research November1977 Vol. 14 Issue 4 Pages 487-498.

Determining Sample Size for Pretesting Comparative Effectiveness of Advertising Copies

Siddhartha R. Dalal, V. “Seenu” Srinivasan

Management Science August1977 Vol. 23 Issue 12 Pages 1284–1294.

Towards Strategies for Marketing Home Energy Conservation

David Bruce Montgomery (1938–2025), Dorothy Leonard-Barton

Proceedings of the National Conference on Technology for Energy Conservation June1977

Decomposition of a Multi-Period Media Scheduling Model in Terms of Single Period Equivalents

V. “Seenu” Srinivasan

Management Science December1976 Vol. 23 Issue 4 Pages 349-360.

A Consumer Preference Approach to the Planning of Rural Primary Health Care Facilities

Barnett R. Parker, V. “Seenu” Srinivasan

Operations Research October1976 Vol. 24 Issue 5 Pages 991-1025.

An Alternate Interpretation of the Linear Learning Model of Brand Choice

V. “Seenu” Srinivasan, R. Kesavan

The Journal of Consumer Research September1976 Vol. 3 Issue 2 Pages 76-83.

Linear Programming Computational Procedures for Ordinal Regression

V. “Seenu” Srinivasan

Journal of the Association for Computing Machinery July1976 Vol. 23 Issue 3 Pages 475-487.

A General Procedure for Estimating Consumer Preference Distributions

V. “Seenu” Srinivasan

Journal of Marketing Research November1975 Vol. 12 Issue 4 Pages 377-389.

New Product Distribution: An Analysis of Supermarket Buyer Decisions

David Bruce Montgomery (1938–2025)

Journal of Marketing Research August1975 Vol. 12 Issue 3 Pages 255-264.

New Tools for Teaching Marketing: Computer and Model Assisted Cases

George S. Day, David Bruce Montgomery (1938–2025), Charles B. Weinberg

Proceedings of the 1975 AMA Educators' Conference August1975

Marketing Decision-Information Systems: Some Design Considerations

David Bruce Montgomery (1938–2025)

Handbook of Marketing Research McGraw-Hill May1974

Integrating the Computer into a Business School Curriculum

Henry C. Lucas, Jr., Jean Claude Larreche, David Bruce Montgomery (1938–2025)

Decision Sciences April1974 Vol. 5 Issue 2 Pages 268–283.

A Study of Computer Use in a Graduate School of Business

Henry C. Lucas, Jr., David Bruce Montgomery (1938–2025), Jean Claude Larreche

Communications of the ACM April1974 Vol. 17 Issue 4 Pages 205-206.

A Consumer-Based Methodology for the Identification of New Product Ideas

Allan D. Shocker, V. “Seenu” Srinivasan

Management Science February1974 Vol. 20 Issue 6 Pages 921-937.

On Line Computer Applications in Marketing and Marketing Research

David Bruce Montgomery (1938–2025)

Handbook of Marketing Research McGraw-Hill 1974

Status and Trends in the Application of Marketing Models

David Bruce Montgomery (1938–2025)

Computergestutzte Marketing-Planning Wolfgang Dummer & Co. Munich 1974

Estimating the Weights for Multiple Attributes in a Composite Criterion using Pairwise Judgments

V. “Seenu” Srinivasan, Allan D. Shocker

Psychometrika December1973 Vol. 38 Issue 4 Pages 473-493.

Linear Programming Techniques for Multidimensional Analysis of Preferences

V. “Seenu” Srinivasan, Allan D. Shocker

Psychometrika September1973 Vol. 38 Issue 3 Pages 337-369.

A Note on Adjusting R 2

David Bruce Montgomery (1938–2025), Donald G. Morrison

The Journal of Finance September1973 Vol. 28 Issue 4 Pages 1009–1013.

Developing a Balanced Marketing Information System

David Bruce Montgomery (1938–2025)

Marketing Management and Administrative Action (3rd. ed.) McGraw-Hill 1973