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Prize-winning budgeting model aims for more effective marketing spending
Date:6/18/2010

University Amsterdam; Koen Pauwels, Ozyegin University and Dartmouth College; and Thorsten Wiesel, University of Groningen, for "Marketing's Profit Impact: Quantifying Online and Offline Funnel Progression"
  • V. Kumar and Denish Shah, both of Georgia State University; and Jac Herschler, Prudential, for "Uncovering Implicit Customer Needs for Determining Explicit Product Positioning: Growing Prudential Annuities' Variable Annuity Sales"

    Papers based on these outstanding implementations of marketing science will appear in a forthcoming issue of the INFORMS journal Marketing Science. Videos of these (and finalists and winners in previous competitions) are available at http://techtv.mit.edu/collections/isms.

    The award decision was made at the INFORMS Society for Marketing Science /Marketing Science Institute/ (MSI/ISMS) Marketing Science Practice Conference, hosted by the Massachusetts Institute of Technology, January 15-16. The Practice Prize Committee was chaired by Russell Winer, New York University, and included Rafael Alcaraz, Hershey Foods; MSI Executive Director Ruth N. Bolton; Eric Bradlow, Wharton School and Editor, Marketing Science; Gary L. Lilien, Penn State and EMAC Representative; Venkatesh Shankar, Texas A&M; and Robert Woodard, Campbell Soup.

    At today's conference, the MSI/ISMS Practice Prize was officially renamed in honor of Prof. Gary L. Lilien. Prof. Lilien is Distinguished Research Professor of Management Science and Research Director of the Institute for the Study of Business Markets at Penn State. Professor Lilien, a world renowned expert in marketing analytics and former President of The Institute for Management Sciences (the parent organization of INFORMS), founded the Practice Prize Competition in 2003 and has championed its growth and development ever since.


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  • Contact: Barry List
    barry.list@informs.org
    443-757-3560
    Institute for Operations Research and the Management Sciences
    Source:Eurekalert

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