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Effective Marketing Science Applications: Insights from ISMS-MSI Practice Prize Finalist Papers and Projects

Lilien, Gary; Roberts, John; Shankar, Venkatesh


From 2003 to 2012, the ISMS-MSI Practice Prize/Award competition has documented 25 impactful projects, with associated papers appearing in Marketing Science. This article reviews these papers and projects, examines their influence on the relevant organizations, and provides a perspective on the diffusion and impact of marketing science models within the organizations. We base our analysis on three sources of data-the articles, authors' responses to a survey, and in-depth interviews with the...[Show more]

CollectionsANU Research Publications
Date published: 2013
Type: Journal article
Source: Marketing Science: the marketing journal of INFORMS
DOI: 10.1287/mksc.1120.0756


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