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Pioneering Marketing Research Earns Prestigious AMA Nomination

Professor Prasad Naik was one of the top-five finalists for the prestigious 2008 William F. O’Dell Award, for his pioneering research on the role of synergy in integrating marketing communications. The American Marketing Association awards the honor for articles published in the Journal of Marketing Research over the last five years. The articles are judged by the Editorial Board as the “most significant, long-term contribution to marketing theory, methodology, and/or practice.”

Naik and his co-author, Professor Kalyan Raman from the Northwestern University, were nominated for their article, “Understanding the Impact of Synergy in Multimedia Communication.” In their research, Naik and Raman developed a new method that enables marketing managers to quantify the magnitude of synergy using readily available market data. The authors also established new marketing principles: first, in the presence of synergy, managers should increase the total marketing budget and allocate a larger portion of the incremental budget to the less effective marketing activity; second, because synergies induce catalytic effects, managers should spend even on ineffective marketing activities that exhibit synergies with other effective activities.

Naik has presented these novel findings to senior managers from major multinational companies at the Marketing Science Institute’s Metrics Conference in Boston, Mass., and at the New Media Landscape Conference in Barcelona, Spain.

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Andrew Barkett Finds Innovative Ways to Fuel Entrepreneurship
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UPDATE: Andrew Barkett is leaving his post as senior engineer at Facebook to bring his decade of experience in Silicon Valley to become the first-ever chief technology officer for the Republican National Committee.The June 4 announcement has stirred a whirlwind of media coverage, including the Huffington Post and Washington Post.Bark

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MBA Student Consultants Make an IMPACT
Projects Put Business Needs Front and Center

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Agilent Technologies’ Electronic Measurement Group is a $3.6 billion business that over the past decade has seen a dramatic shift in its customer base from U.S., and Western European customers to predominantly Asia-based customers. Today, the majority of the division’s revenues are generated outside of the U.S., with an increasing concentration in China.

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UC Davis Part-Time MBA in Top 8%, Full-Time MBA in Top 9%
U.S. News & World Report’s latest rankings: This marks the 19th consecutive year our MBA program has been ranked among the best in the nation.

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(Davis, CA) — The UC Davis Graduate School of Management’s full-time MBA program has been ranked among the top six percent of AACSB International-accredited programs nationwide, according to U.S. News & World Report’s latest graduate business school rankings released today.

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Mark Otero MBA 07 Builds Sacramento’s Coolest Company
The secret of social gaming mogul Mark Otero’s success is taking things to the extreme

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The secret of Midtown Sacramento’s Facebook gaming mogul Mark Otero’s success is taking things to the extreme.