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Image of Bruce Hardie
Bruce Hardie wins the Paul E. Green Award for the second time
The Paul E. Green Award is given to the Journal of Marketing Research article, published the previous year, which shows the most potential to contribute to the practice of marketing research and research in marketing. Bruce Hardie, Associate Professor of Marketing, London Business School, and his co-authors Peter S. Fader (Wharton) and Ka Lok Lee (Catalina Health Resource) have received the 2006 award for their article “RFM and CLV: Using Iso-Value Curves for Customer Base Analysis,” which appeared in the November 2005 issue of the journal.

Their paper develops a mathematical model that allows the marketing analyst to make specific lifetime value projections for any given customer using nothing more than information on the recency, frequency, and monetary value of his past transactions (RFM in the parlance of direct/database marketing). 

The award will be presented at the forthcoming AMA Winter Educators’ conference. Bruce and his co-authors will also present their work at the Advanced Research Techniques (ART) Forum, to held be June 11-14, in Monterey, California. 

This is the second time that Bruce has received in the Paul E. Award. In 1997, he received it for a paper, also co-authored with Pete Fader, which appeared in the November 1996 issue of the Journal of Marketing Research.