<b>2009–2010 ISMS-MSI Practice Prize Competition</b>—Special Section Introduction

I introduce the work of the finalists in the 2009–2010 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 from several German universities and represents a collaboration with Bayer AG on an important problem—allocating the marketing budget dynamically across countries, products, and the marketing mix. The other three finalists described projects involving a branding project for an Australian airline, Jetstar, based on a dynamic choice model; a new tool for differentiating Prudential's variable annuities from the competition; and a marketing communications model for a small, family-run European office furniture supplier, Inofec.

• 저널Marketing Science · 30(4) · 565–567
• 토픽Marketing and Advertising Strategies · Marketing
• DOI10.1287/mksc.1100.0628
• 저자Russell S. Winer