“Implementing Integrated Marketing Science Modeling at a Non-Profit Organization: Balancing Multiple Business Objectives at Georgia Aquarium” by V. Kumar (VK), Regents’ Professor of Marketing, Amalesh Sharma, Doctoral Student in Marketing; Naveen Donthu, Professor and Chair, Dept. of Marketing; Georgia State University and Carey Rountree, Senior Vice President, Sales & Marketing, Georgia Aquarium.
The Georgia Aquarium team describes their marketing science approach to increase Aquarium revenue without raising ticket prices, to increase attendance without compromising on customer satisfaction and to make more effective media investments without increasing spending.
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