Concepedia

Leonard M. Lodish

LM

46

Publications

4.4K

Citations

31

H-Index

1969

Active since

Affiliations

University of Pennsylvania(Current)

California University of Pennsylvania

Massachusetts Institute of Technology

William P. Wharton Trust

University of the Arts

Leonard M. Lodish is an author at University of Pennsylvania specializing in marketing, business, and management.

Top concepts

MarketingManagementBusinessConsumer ResearchConsumer BehaviorQuantitative ManagementInteractive MarketingMarketing AnalyticsAdvertisingBusiness Analytics

Publications per year

1969–2012

46

Publications

46

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

Leonard M. Lodish, Magid M. Abraham, Stuart Kalmenson et al. · Journal of Marketing Research · 1995 · 460 citations

Consumer Study, Advertising Experiments, Targeted Advertising +19

Resource Allocation Behavior in Conventional Channels

Erin Anderson, Leonard M. Lodish, Barton A. Weitz · Journal of Marketing Research · 1987 · 419 citations

Firm Performance, Financial Management, Financial Portfolio Model +15

Consumer Shopping and Spending across Retail Formats

Edward J. Fox, Alan L. Montgomery, Leonard M. Lodish · The Journal of Business · 2004 · 366 citations

Economics, Consumer Decision Making, Consumer Uncertainty +14

A Media Planning Calculus

John D. C. Little, Leonard M. Lodish · Operations Research · 1969 · 260 citations

Marketing Analytics, Game Theory, Targeted Advertising +20

Comparing Dynamic Consumer Choice in Real and Computer-Simulated Environments

Raymond R. Burke, Bari A. Harlam, Barbara E. Kahn et al. · Journal of Consumer Research · 1992 · 249 citations

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