Beteiligte: | |
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In: | Marketing Science, 37, 2018, 5, S. 685-687 |
veröffentlicht: |
Institute for Operations Research and the Management Sciences (INFORMS)
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Medientyp: | Artikel, E-Artikel |
Umfang: | 685-687 |
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ISSN: |
0732-2399
1526-548X |
DOI: | 10.1287/mksc.2018.1130 |
veröffentlicht in: | Marketing Science |
Sprache: | Englisch |
Schlagwörter: | |
Kollektion: | Institute for Operations Research and the Management Sciences (INFORMS) (CrossRef) |
<jats:p> This report describes entrants in the 2016 ISMS Gary Lilien Marketing Science Practice Prize Competition, representing the best examples of rigor plus relevance that our profession produces. The winner, describing a collaboration between the World Bank and a team based at the London Business School, involved a randomized control experiment to calibrate the relative effectiveness of business training on business performance of microentrepreneurs in South Africa. The other four finalists include a method to estimate the value of key word searches that allowed for cannibalization of organic search at eBay; a methodology to model and manage customer satisfaction at the National Dutch Railways; a stock-carrying algorithm to assist a fashion department store manage inventory on a store-by-store basis, implemented by Celect, an inventory-management consultant based in Boston; and an integrated marketing communications-optimization tool used by Mercedes-Benz to increase advertising effectiveness. </jats:p> |