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2011--2012 Gary L. Lilien ISMS-MSI Practice Prize Competition ---Special Section Introduction

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  • Russell S. Winer

    (Stern School of Business, New York University, New York, New York 10012)

Abstract

I introduce the work of the finalists in the 2011--2012 Gary L. Lilien ISMS-MSI Practice Prize Competition, representing once again the best combinations of rigor and relevance produced by marketing scientists. The winning paper is by a team who developed an innovative approach to measuring the impact of a social media campaign for an Indian premium ice cream retailer, Hokey Pokey. The other two finalists are from a team that developed a category management tool for a leading wine brand, Beringer, and a team that developed a system called PROSAD, which determines optimal bids to maximize an advertiser's profit per search engine advertising keyword.

Suggested Citation

  • Russell S. Winer, 2013. "2011--2012 Gary L. Lilien ISMS-MSI Practice Prize Competition ---Special Section Introduction," Marketing Science, INFORMS, vol. 32(2), pages 191-193, March.
    • Handle: RePEc:inm:ormksc:v:32:y:2013:i:2:p:191-193
    DOI: 10.1287/mksc.1120.0767
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