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Nadia Abou Nabout (“ Practice Prize Paper—PROSAD: A Bidding Decision Support System for Profit Optimizing Search Engine Advertising ”) received her Ph.D. from Goethe University Frankfurt, Germany, where she now holds a position as an assistant professor. Her research projects focus on online marketing—in particular, search engine advertising, Facebook advertising, and advertising exchanges. Her publications appeared in journals such as Marketing Science, the International Journal of Research in Marketing, and the Journal of Interactive Marketing. Vikram Bhaskaran (“ Practice Prize Winner—Creating a Measurable Social Media Marketing Strategy: Increasing the Value and ROI of Intangibles and Tangibles for Hokey Pokey ”) is an analyst at Freshdesk, Inc., in Chennai, India. He graduated with a master's degree in marketing from the Robinson College of Business at Georgia State University. Kevin YC Chung (“ Economic Value of Celebrity Endorsements: Tiger Woods' Impact on Sales of Nike Golf Balls ”) is a doctoral candidate in the Tepper School of Business at Carnegie Mellon University. He will earn his Ph.D. in the spring of 2013. He also holds an M.S. in statistics from the University of Chicago and a B.A. and B.S. degrees from the University of Pennsylvania. Timothy P. Derdenger (“ Economic Value of Celebrity Endorsements: Tiger Woods' Impact on Sales of Nike Golf Balls ”) is an assistant professor of marketing and strategy in the Tepper School of Business at Carnegie Mellon University. He holds a Ph.D. in economics from the University of Southern California and a B.B.A. from the George Washington University. Sandy D. Jap (“ Media Multiplexing Behavior: Implications for Targeting and Media Planning ”) is the Goizueta Term Chair Professor of Marketing at Emory University. Her research focuses on the development and management of interorganizational relationships, multichannel management and design, and e-procurement processes such as online reverse auctions; this research has been published in a variety of books and journals, including the Journal of Marketing Research, Journal of Marketing, Marketing Science, Management Science, and Organization Science. She has received numerous awards and distinctions, including the Lou Stern Award, an MSI Young Scholar award and an O'Dell Award finalist. Currently, she is an editorial board member at the Journal of Marketing Research and Marketing Letters and an area editor for the International Journal of Research in Marketing. Dmitri Kuksov (“ Advertising and Consumers' Communications ”) is a professor of marketing at the Naveen Jindal School of Management, the University of Texas at Dallas; he previously worked at the Washington University in St. Louis. He holds a Ph.D. in marketing from Haas Business School of the University of California, Berkeley. His research interests include competitive strategy, markets with incomplete information, consumer communication and networks, branding and product line strategy, and customer satisfaction. His work has appeared in a number of journals including Marketing Science, Management Science, the Journal of Marketing Research, and the Journal of Economic Theory. He received the 2005 Frank M. Bass Dissertation Award; two of his papers were finalists for 2007 John D. C. Little Award, and one was a finalist for INFORMS 2012 Long Term Impact Award. V. Kumar (“ Practice Prize Winner—Creating a Measurable Social Media Marketing Strategy: Increasing the Value and ROI of Intangibles and Tangibles for Hokey Pokey ”) is the Regents Professor, Lenny Distinguished Chair, Professor of Marketing, Executive Director of the Center for Excellence in Brand and Customer Management, and Director of the Ph.D. Program in Marketing at the J. Mack Robinson College of Business, Georgia State University. He has been recognized with seven lifetime achievement awards in marketing, the Paul D. Converse Award, the Sheth Foundation/Journal of Marketing Long Term Impact Award, and the Gary L. Lilien ISMS-MSI Practice Prize Award. He has published over 200 articles and books in many scholarly journals in marketing including the Harvard Business Review, Sloan Management Review, Journal of Marketing, Journal of Marketing Research, Marketing Science, Management Science, and Operations Research. He leads the marketing science to marketing practice initiative at the INFORMS Society for Marketing Science and has worked with Global Fortune 1000 firms to maximize their profits. He spends his “free” time visiting business leaders to identify challenging problems to solve. Gary L. Lilien (“ Effective Marketing Science Applications: Insights from the ISMS-MSI Practice Prize Finalist Papers and Projects ”) is a Distinguished Research Professor at Pennsylvania State University, and cofounder and research director of the Institute for the Study of Business Markets ( http://www.isbm.org ). He is an inaugural Fellow of the Institute for Operations Research and the Management Sciences (INFORMS), the INFORMS Society for Marketing Science (ISMS), and the European Marketing Academy. He was honored as a Morse Lecturer for INFORMS and received the Kimball medal from INFORMS for distinguished contributions to the field of operations research. He has received honorary doctorates from the University of Liege, the University of Ghent and Aston University, as well as the 2008 Educator of the Year Award from the American Marketing Association. He received the 2012 Gilbert Churchill Award for Lifetime Contributions to Marketing Research; in 2010, the ISMS-MSI Practice Prize for the best applied work in marketing science globally was renamed the Gary Lilien ISMS-MSI Practice Prize in his honor. Chen Lin (“ Media Multiplexing Behavior: Implications for Targeting and Media Planning ”) is an assistant professor of marketing at the Eli Broad College of Business, Michigan State University, where she teaches undergraduate marketing strategy and a Ph.D. modeling seminar. She received her Ph.D. in marketing from the Goizueta Business School at Emory University in 2012 and her B.S. in computing from the National University of Singapore in 2007. Her research interest lies in examining complex decisions under multiple consumption scenarios; this includes consumer decisions in traditional multicategory and multichannel media consumption, multichannel advertising setting, as well as in broader applications where product categories are seemingly disparate. Her work has been published in Marketing Science. Sharat K. Mathur (“ Practice Prize Paper—Category Optimizer: A Dynamic-Assortment, New-Product-Introduction, Mix-Optimization, and Demand-Planning System ”) is a senior vice president with the SymphonyIRI group in Chicago. His work focuses on helping Fortune 100 companies achieve their sales and marketing strategies using advanced, real-time analytics. Previously he worked with Booz & Company and Archstone Consulting, where he served clients across a range of industries. Prior to becoming a management consultant, he was an assistant professor of marketing at the Australian Graduate School of Management in Sydney, Australia. He has a Ph.D. in marketing from the University of Iowa. Rohan Mirchandani (“ Practice Prize Winner—Creating a Measurable Social Media Marketing Strategy: Increasing the Value and ROI of Intangibles and Tangibles for Hokey Pokey ”) is the director of the Ross Group and Drumsfood International (owner of Hokey Pokey) and is responsible for facilitating the field experiment in India. He graduated with a bachelor's degree in finance from New York University and a master's degree in business administration from the Wharton School of the University of Pennsylvania. He has worked in a private equity firm and currently pursues his passion of entrepreneurship. Elie Ofek (“ Vaporware, Suddenware, and Trueware: New Product Preannouncements Under Market Uncertainty ”) is the T. J. Dermot Dunphy Professor of Business Administration at the Harvard Business School. He received his Ph.D. in business and M.A. in economics from Stanford University. His research focuses on how marketing decisions and input can impact innovation strategy and on how firms can leverage novel technologies or major trends to deliver value to customers. His research has appeared in Marketing Science, Management Science, the Journal of Marketing Research, the Journal of Consumer Research, and the Journal of Economics and Management Strategy. He is an associate editor at Management Science and serves on the editorial boards of Marketing Science, the Journal of Marketing Research, and the International Journal of Research in Marketing. Jagmohan S. Raju (“ Exclusive Handset Arrangements in the Wireless Industry: A Competitive Analysis ”) is the Joseph J. Aresty Professor of Marketing at the Wharton School and the chair of Wharton's Marketing Department. He has a Ph.D. from the Graduate School of Business at Stanford University. His previous work has won the Frank M. Bass Award as well as the John D. C. Little Award. This paper is based on the Ph.D. thesis of Upender Subramanian, who is his 12th doctoral student. John H. Roberts (“ Effective Marketing Science Applications: Insights from the ISMS-MSI Practice Prize Finalist Papers and Projects ”) holds a joint appointment as professor of marketing at the Australian National University and the London Business School; he is also an Emeritus Scientia Professor at the University of New South Wales. His research concerns marketing strategy, marketing models and their adoption by industry, new product marketing and brand equity, high-technology marketing, and diffusion of new products. He has won the American Marketing Association's John A. Howard Award,
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