2013–2014 Gary L. Lilien ISMS-MSI Practice Prize Competition

• Autores: P.K. Kannan
• Localización: Marketing science, ISSN 0732-2399, Vol. 34, Nº 6, 2015, págs. 787-788
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • I introduce the special section highlighting the background of the competition and the work of the finalists in the 2013–2014 Gary L. Lilien ISMS-MSI Practice Prize Competition, showcasing the best applications of rigor and relevance by marketing scientists in working with practical problems. The winning paper is by a team who developed an innovative pricing tool to enable an electric utility operating in Germany to acquire customers on online price comparison sites while optimizing various metrics of interest. The other two finalists comprise a team that developed an integrated marketing model to address multiple business objectives of the Georgia Aquarium and a team that developed a marketing science model of evaluation and purchase intentions incorporating customer emotions to test advertisement effectiveness for Kmart Australia