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Maryland Smith Researchers Receive Journal of Marketing Award

Mar 29, 2019
World Class Faculty & Research

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Maryland Smith's Xian Gu, P.K. Kannan and Liye Ma, have been selected as a finalist for the 2018 Marketing Science Institute/H. Paul Root Award for their research paper, "Selling the Premium in Freemium." The award is given to a paper published in the Journal of Marketing that has made a significant contribution to the advancement of the practice of marketing in a calendar year.

Gu is a PhD candidate in marketing who was previously a PhD student in the Department of Economics at Stony Brook University. She received her bachelor's degree in economics from Peking University. Her research interests are in quantitative marketing with applications of treatment effect estimation methods, dynamic structural models, field experiments and machine learning to the substantive areas of omnichannel marketing and mobile marketing.

Kannan is the Dean’s Chair in Marketing Science. His research expertise is on marketing modeling, applying statistical, econometric, machine learning, and AI methods to marketing data. His current research stream focuses on digital marketing, mobile marketing, attribution modeling, media mix modeling, new product/service development and customer relationship management (CRM).

Ma is an associate professor of marketing. He teaches the undergraduate Marketing Research Methods class and the Data Science class in the MS Marketing Analytics program. His research focuses on the dynamic interactions of firms and consumers on the internet, social media, and mobile platforms.

About the University of Maryland's Robert H. Smith School of Business

The Robert H. Smith School of Business is an internationally recognized leader in management education and research. One of 12 colleges and schools at the University of Maryland, College Park, the Smith School offers undergraduate, full-time and part-time MBA, executive MBA, online MBA, specialty master's, PhD and executive education programs, as well as outreach services to the corporate community. The school offers its degree, custom and certification programs in learning locations in North America and Asia.