University of Southern California

Marketing Professor Wins Again
Dina Mayzlin Earns Second ISMS Long Term Impact Award
July 23, 2013 • by News at Marshall

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

Professor of Marketing Gerry Tellis, who holds the Jerry and Nancy Neely Chair in American Enterprise and is director of the Center for Global Innovation, won the award last year.

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

“I am very grateful to my Ph.D. adviser, Birger Wernerfelt, for his invaluable guidance,” said Mayzlin, who earned both a B.S. in economics and a Ph.D. in marketing at the Massachusetts Institute of Technology.

Mayzlin also received the Long Term Impact Award in 2011 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 in 2012 for “Uninformative Advertising as an Invitation to Search.”

The major purpose of the INFORMS Society for Marketing Science is to foster the development, dissemination and implementation of knowledge, basic and applied research, and science and technologies that improve the understanding and practice of marketing.

About the USC Marshall School of Business
Consistently ranked among the nation's premier schools, USC Marshall is internationally recognized for its emphasis on entrepreneurship and innovation, social responsibility and path-breaking research. Located in the heart of Los Angeles, one of the world's leading business centers and the U.S. gateway to the Pacific Rim, Marshall offers its 5,700-plus undergraduate and graduate students a unique world view and impressive global experiential opportunities. With an alumni community spanning 123 countries, USC Marshall students join a worldwide community of thought leaders who are redefining the way business works.