The 2009-2010 INFORMS Society for Marketing Science MSI Practice Prize was presented at the January 2010 Marketing Science Conference to Marc Fischer, University of Passau, and Sönke Albers, Christian-Albrechts-University at Kiel, for their project, "Dynamic Marketing Budget Allocation across Countries, Products, and Marketing Activities."
The January 15-16 meeting, held at the Massachusetts institute of Technology, provided a forum for leading-edge practitioners and practical marketing scientists to share perspectives on developments in quantitative approaches to marketing problems.
It was co-sponsored by the INFORMS Society for Marketing Science, the European Marketing Academy, the Massachusetts Institute for Technology, and the Marketing Science Institute, and was chaired by V. Kumar, Richard and Susan Lenny Distinguished Chair Professor in Marketing, Georgia State University.
Fischer and Albers were among four finalists who presented their work at the meeting. Their winning presentation described a project conducted for the pharmaceutical company Bayer that provided an innovative solution to the dynamic marketing allocation budget problem for multi-product, multi-country firms.
"This work—as well as that of the other finalists--represents the finest of what marketing scientists have to offer practitioners. Each finalist used advanced marketing science modeling approaches to help the client company improve its profits, some quite substantially," noted Practice Prize Committee chair Russell Winer, William Joyce Professor of Marketing, New York University.
The other finalists were:
Papers and reports on these marketing science implementations will appear in a forthcoming issue of Marketing Science . DVDs of past winners is available at http://www3.informs.org/site/ISMS_DVD/index.php?c=35&kat=ISMS+DVDs&p=6%7C .