EMAC 2012 PRELIMINARY PROGRAMME
EMAC 2012 PRELIMINARY PROGRAMME
EMAC 2012 PRELIMINARY PROGRAMME
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Thursday, 24 May <strong>2012</strong>, 11:00-12:30<br />
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Session Chairs:<br />
Russ Winer,<br />
Gary Lilien,<br />
Creating a Measurable Social Media Marketing Strategy for Hokey Pokey: Increasing the Value and ROI of<br />
Intangibles & Tangibles<br />
V. Kumar,<br />
Vikram Bhaskaran,<br />
Rohan Mirchandani,<br />
Milap Shah,<br />
Category Optimizer: A Dynamic Assortment, New Product Introduction, Price-Optimization and Demand-<br />
Planning System<br />
Ashish Sinha,<br />
Anna Sahgal,<br />
A Bidding Decision Support System for Profitable Search Engine Marketing<br />
Berndt Skiera,<br />
Nadia Abou Nabout,<br />
Susan P. Douglas Award Conference Best Paper on International Marketing<br />
<strong>EMAC</strong> <strong>2012</strong> – Program 45