Practice Prize Paper—Implementing Integrated Marketing Science Modeling at a Non-Profit Organization: Balancing Multiple Business Objectives at Georgia Aquarium

• V. Kumar

  V. Kumar

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  Center for Excellence in Brand and Customer Management, J. Mack Robinson College of Business, Georgia State University, Atlanta, Georgia 30326; Chang Jiang Scholar, Huazhong University of Science and Technology, Wuhan, China 430074; Lee Kong Chian Fellow, Singapore Management University, Singapore 188065; and ISB Senior Fellow, Indian School of Business, Hyderabad, India 500032

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• Amalesh Sharma

  Amalesh Sharma

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  Center for Excellence in Brand and Customer Management, J. Mack Robinson College of Business, Georgia State University, Atlanta, Georgia 30326

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• Naveen Donthu

  Naveen Donthu

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  Department of Marketing, J. Mack Robinson College of Business, Georgia State University, Atlanta, Georgia 30303

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• Carey Rountree

  Carey Rountree

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  Georgia Aquarium, Atlanta, Georgia 30313

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