Stanford Business School Scholars Honored with Top Marketing Awards

STANFORD, Calif.--(Business Wire)--
Stanford Graduate School of Business Marketing Professors V. "Seenu" Srinivasan
and James Lattin, and their former doctoral student, Oded Netzer, were honored
by the INFORMS Society for Marketing Science at its recent Marketing Science
conference in Ann Arbor, Mich.

"It was a great evening for Stanford at the conference," remarked Srinivasan,
who is the Adams Distinguished Professor of Management. He is one of three
scholars from around the country honored with the INFORMS Society for Marketing
Science (ISMS) Fellow Award, given in recognition of "cumulative long-term
contribution" to the understanding and practice of marketing. Nominees, who must
have been a member of INFORMS/ISMS for at least 15 cumulative and 10 consecutive
years, are evaluated based on contributions in four categories: research,
education, service to and on behalf of ISMS, and practice.

In receiving the John D.C. Little Award for best marketing paper of 2008,
Srinivasan was joined by coauthors Lattin, the Robert A. Magowan Professor of
Marketing, and Netzer, now an associate professor of marketing at Columbia
Business School. Their study, "A Hidden Markov Model of Customer Relationship
Dynamics," published in the March-April 2008 Marketing Science, breaks new
ground in its examination of the effect of cumulative interactions between a
company and its customers. Using a series of company-customer encounters as
building blocks-for example, a sales or service transaction, an upgrade to the
next class of service, a customer service call-the scholars develop a model to
identify the customer`s state of relationship with the company and the
consumer`s likelihood of purchase at any given time.

"Our model proposes an improved customer relationship management tool that
analyzes the sequence of customer-firm interactions, and how such interactions
could affect the dynamics of customer relationships and subsequent buying
behavior," said Netzer, who received the Frank M. Bass Award given to the best
marketing paper derived from a PhD thesis published in an INFORMS-sponsored
journal.

"It`s rare that the same paper receives both the Bass and Little Awards," said
ISMS President Richard Staelin, who is the Edward and Rose Donnell Professor of
Business Administration at the Fuqua School of Business at Duke University.
Staelin was among 10 recipients of last year`s Fellow Award, and chaired the
selection committee for this year`s award. "The use of the discrete states
provides a novel approach to classifying customers in a database; this has
strong implications for firms that use databases to market to customers," he
said.

In addition to Srinivasan, two others were honored with 2009 Fellow Awards: Glen
Urban, the David Austin Professor of Marketing and chairman of the Center for
Digital Business at MIT; and Don Lehmann, the George E. Warren Professor of
Business at Columbia Business School.

Stanford Graduate School of Business
Helen Chang, 650-723-3358
chang_helen@gsb.stanford.edu

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