The ISMS Marketing Science Conference is an annual event that is held under the auspices of the ISMS (INFORMS Society for Marketing Science). The main objective of the ISMS 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. The 38th ISMS Marketing Science Conference will be hosted by Fudan University from June 16 through June18, 2016 in Shanghai, China. School of Management，Fudan University faculty invites you to actively participate in the conference, which is an important forum for presenting cutting-edge research and intellectual exchange on marketing problems.