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Marketing maven takes home ISMS award

by Julie Riggott

Dina Mayzlin, associate professor of marketing at the USC Marshall School of Business, has for the second time earned the Long Term Impact Award from the INFORMS Society for Marketing Science (ISMS).

The award is given annually to the best marketing paper published in Marketing Science, Management Science or another INFORMS journal that is viewed to have made a significant long-term impact on the field of marketing.

“It is a great honor for me to receive this award,” Mayzlin said. “I am especially proud of the fact that this is the second year in a row that a Marshall faculty member has won this award.”

USC Marshall marketing professor Gerry Tellis, holder of the Jerry and Nancy Neely Chair in American Enterprise and director of the Center for Global Innovation, won the award last year.

Dina Mayzlin

Dina Mayzlin, associate professor of marketing at the USC Marshall School of Business

Mayzlin received the award for “Promotional Chat on the Internet,” a paper published in Marketing Science in 2006. The paper evolved from her dissertation, which received the Frank M. Bass Dissertation Paper Award from the ISMS in 2006.

“I am very grateful to my PhD adviser, Birger Wernerfelt, for his invaluable guidance,” said Mayzlin, who earned a bachelor’s in economics and a PhD in marketing from the Massachusetts Institute of Technology.

In 2011, Mayzlin received the Long Term Impact Award for her paper on “Using Online Conversations to Study Word-of-Mouth Communication.” Her fourth award from the ISMS was the John D.C. Little Award for “Uninformative Advertising as an Invitation to Search” in 2012.

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