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

Russell S. Winer ()
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Russell S. Winer: Stern School of Business, New York University, New York, New York 10012

Marketing Science, 2013, vol. 32, issue 2, 191-193

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.

Keywords: social media; category management; search engine advertising (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:32:y:2013:i:2:p:191-193

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