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The INFORMS Society for Marketing Science (ISMS) awards the Gary L. Lilien ISMS-MSI Practice Prize for an outstanding implementation of marketing science concepts and methods on a biennial basis. It is jointly sponsored by ISMS, the Marketing Science Institute (MSI), and the European Marketing Academy (EMAC). The Prize was named after Gary Lilien to recognize his efforts to promote the diffusion and application of leading edge marketing science developments in practice.

The methodology used for the Award must be sound and appropriate to the problem and organization, and the work should have had significant, verifiable and, preferably quantitative impact on the performance of the client organization.

This website is a video repository of the Finalists’ presentations at the final judging made since the first award was made in 2003.

The Society encourages entries in the Award Competition from academics and industry practitioners who have undertaken impactful research within organizations using rigorous yet appropriate methodology.  For more information about the Prize Competition visit the Practice Prize url or direct your enquiries to the ISMS Vice President Practice, currently John Roberts (

We hope that you enjoy these applications of marketing science that successfully address real world problems.