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Rice University Delivers Second Annual Marketing Research Symposium

April 9, 2009 - On April 3, Rice University’s Jones School Marketing Club and marketing faculty hosted the “Understanding Customers, Enhancing Profits” symposium in conjunction with the AMA Houston Chapter and TRC, a marketing research and consulting firm in Philadelphia. The collaboration encouraged local marketing professionals, MBA students and faculty to exchange ideas and explore cutting-edge research going on in the industry.

Presentations were given by Jones School faculty, Seethu Seetharaman, Professor of Marketing; Paul Dholkia, William S. Mackey and Verne F. Simons Associate Professor of Management; Sharad Borle, Assistant Professor Management; and Siddharth Singh, Assistant Professor of Marketing. Dr. Rajan Sambandam, TRC’s chief research officer, also presented.

Sessions included:

  •  Database Marketing for Enhanced Customer Insights
  • Understanding Customer Preferences through Marketing Research
  • Marketing Research 2.0
  • Maximizing Customer Lifetime Value through Marketing Research

As part of the university’s mission to engage with Houston by providing innovative educational opportunities, the symposium offered the Jones School as a venue for its faculty and students to interact with marketing professionals in Houston. Conference participants came from various industries and represented companies like 89.3 KSBJ Radio, Alley Theater, Baker Hughes, CenterPoint Energy, Deloitte, Gulf States Toyota, Halliburton, James Blakeslee Design, MD Anderson, Medserve Inc., Stewart Title, Sysco, and University of Texas Medical Branch.

“We wanted to put together an event that served the unique needs of the Houston marketing community,” said Vikas Mittal, the Jones School’s J. Hugh Liedtke Professor of Management. “Our community is made up of industrial marketing, business to business, energy, healthcare, and high-tech sectors. These companies have very different marketing needs than traditional consumer-packaged goods companies.”

The symposium is sponsored in part by the AMA Houston Chapter, the largest in the U.S. and Canada serving more than 900 members with diverse marketing expertise from a variety of industries. The Houston Chapter has been working with marketing professionals for over 50 years.