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

Posted: 13 Nov 2013

See all articles by Russell S. Winer

Russell S. Winer

New York University (NYU) - Department of Marketing

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

Suggested Citation

Winer, Russell S., 2011-2012 Gary L. Lilien ISMS-MSI Practice Prize Competition — Special Section Introduction. Marketing Science, Vol. 32, No. 2, 2013; pp. 191-193; DOI: 10.1287/mksc.1120.0767. Available at SSRN: https://ssrn.com/abstract=2329021

Russell S. Winer (Contact Author)

New York University (NYU) - Department of Marketing ( email )

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New York, NY
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