2011-2012 Gary L. Lilien ISMS-MSI Practice Prize Competition — Special Section Introduction
Posted: 13 Nov 2013
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
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