2006 ISMS Practice Prize Competition—Special Section Introduction

John H. Roberts () and Gary L. Lilien ()
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John H. Roberts: University of New South Wales, Kensington, New South Wales, and London Business School, London, United Kingdom
Gary L. Lilien: Smeal College of Business, The Pennsylvania State University, University Park, Pennsylvania 16802

Marketing Science, 2008, vol. 27, issue 4, 542-544

Abstract: We introduce the work of the finalists in the 2006 ISMS Practice Prize Competition, representing outstanding examples of rigor plus relevance in our profession. The winner, describing a collaboration between J.D. Power and Associates and U.C. Riverside, involves a sequenced program of research to understand the effect of promotional activity in the U.S. automobile market. The other three finalists address a model to calibrate the effects of corporate brand activity across three divisions at Allstate Insurance; a method for using CLV models to focus customer contact strategies at IBM; and a segmentation strategy to protect and gain customers in the face of a new entrant for the Austrian mobile telecommunications carrier, tele.ring.

Keywords: sales promotions; choice models; brand equity; customer lifetime value; perceptual mapping practice (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:27:y:2008:i:4:p:542-544

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