“预测之难,难在预测未来。”诺贝尔物理学奖得主Niels Bohr如是说。他指的也许是亚原子量子力学现象,但这一说法同样适用于消费者行为。美国西北大学凯洛格商学院营销学教授Robert Blattberg和麦迪尔新闻学院整合营销传播学副教授Edward Malthouse就在发表于《互动营销杂志》的论文中提出了上述观点,阐述了基于消费者以往表现的差异化营销所固有的不确定性,该论文曾经被评为年度最佳论文。 “Predict the difficulty, it is difficult to predict the future. ” Nobel laureate Niels Bohr said. He may refer to the phenomenon of subatomic quantum mechanics, but this statement applies equally to consumer behavior. Robert Blattberg, a professor of marketing at Kellogg School of Management at Northwestern University and Edward Malthouse, associate professor of integrated marketing and communication at Medir School of Journalism, put forward the above notion in a paper published in Interactive Marketing Magazine, Differentiated marketing inherent in the uncertainty, the paper has been named the best paper of the year.