Gary Lilien
Encyclopedia
Dr. Gary L. Lilien is Distinguished Professor of Management Science at the Smeal College of Business
at Pennsylvania State University
and is also the co-founder and Research Director of Institute for the Study of Business Markets ISBM, the world's leading institution focusing on fostering research in B2B markets.
. He has authored or co-authored twenty books, including the very popular Marketing Models with Phil Kotler and Sridhar Moorthy, Marketing Engineering with Arvind Rangaswamy and most recently, Principles of Marketing Engineering, with Arvind Rangaswamy and Arnaud De Bruyn. He has also published over 100 professional articles primarily in the areas of industrial marketing, new product development, marketing models, and bargaining theory. He was departmental editor for Marketing for the journal, Management Science; is on the editorial board of the International Journal for Research in Marketing; is functional Editor for Marketing for Interfaces, and is Area Editor at Marketing Science
. He was Editor-in-chief of Interfaces for six years.
He is a member of INFORMS, the American Marketing Association
, the Product Development and Management Association
, and the European Marketing Academy. He has served on the NSF
advisory panel for the Decision and Management Sciences program.
He is the former President as well as Vice President/Publications for The Institute of Management Sciences
. He is VP for External Relations and an Inaugural Fellow of the European Marketing Academy and serves on the board of directors of the INFORMS College on Marketing. He is an Inaugural INFORMS Fellow, was honored as Morse Lecturer for INFORMS and also received the Kimball medal for distinguished contributions to the field of operations research. The American Marketing Association recently announced Dr. Lilien as the 2008 recipient of the AMA Irwin/McGraw-Hill Distinguished Marketing Educator Award, the highest honor a marketing educator can receive. He has received honorary doctorates from the University of Liège
, the University of Ghent and Aston University
.
Dr. Lilien's research interests are in marketing decision support, marketing engineering, market segmentation, new product modeling and marketing-mix issues for business products, bargaining and negotiations in business markets, modeling the industrial buying process, and innovation diffusion modeling.
He consults for many companies and is principal of the Marketing Engineering consultancy, DecisionPro http://www.decisionpro.biz. More details are available at garylilien.info.
Marketing mix modeling
Marketing effectiveness
Smeal College of Business
The Smeal College of Business is the business school of Penn State University, University Park, Pennsylvania. It was founded in 1953, and is named after Mary Jean and Frank Smeal. The College offers undergraduate, graduate, doctoral degrees, including a Master of Business Administration Program,...
at Pennsylvania State University
Pennsylvania State University
The Pennsylvania State University, commonly referred to as Penn State or PSU, is a public research university with campuses and facilities throughout the state of Pennsylvania, United States. Founded in 1855, the university has a threefold mission of teaching, research, and public service...
and is also the co-founder and Research Director of Institute for the Study of Business Markets ISBM, the world's leading institution focusing on fostering research in B2B markets.
Biography
Before joining Penn State University as a faculty member in 1981, Lilien was an Assistant Professor at the MIT Sloan School of ManagementMIT Sloan School of Management
The MIT Sloan School of Management is the business school of the Massachusetts Institute of Technology, in Cambridge, Massachusetts....
. He has authored or co-authored twenty books, including the very popular Marketing Models with Phil Kotler and Sridhar Moorthy, Marketing Engineering with Arvind Rangaswamy and most recently, Principles of Marketing Engineering, with Arvind Rangaswamy and Arnaud De Bruyn. He has also published over 100 professional articles primarily in the areas of industrial marketing, new product development, marketing models, and bargaining theory. He was departmental editor for Marketing for the journal, Management Science; is on the editorial board of the International Journal for Research in Marketing; is functional Editor for Marketing for Interfaces, and is Area Editor at Marketing Science
Marketing Science
Marketing Science is a peer-reviewed academic journal published by the Institute for Operations Research and the Management Sciences. It covers operations research and mathematical modeling to analyze marketing...
. He was Editor-in-chief of Interfaces for six years.
He is a member of INFORMS, the American Marketing Association
American Marketing Association
The American Marketing Association is a professional association for marketers. As of 2008 it had approximately 40,000 members. There are 76 professional chapters and 250 collegiate chapters across the United States....
, the Product Development and Management Association
Product Development and Management Association
The Product Development and Management Association is a non-profit professional society that organizes and publishes information about the development of new products....
, and the European Marketing Academy. He has served on the NSF
NSF
-Politics:* National Service Framework, any of a series of British government policies on medical care* National Socialist Front, a Swedish Nazi party* NS-Frauenschaft, the women's wing of the former German Nazi party...
advisory panel for the Decision and Management Sciences program.
He is the former President as well as Vice President/Publications for The Institute of Management Sciences
Institute of Management Sciences
Institute of Management Sciences may refer to:* The Institute of Management Sciences, an American professional organization, which in 1995 became part of INFORMS, the Institute for Operations Research and the Management Sciences...
. He is VP for External Relations and an Inaugural Fellow of the European Marketing Academy and serves on the board of directors of the INFORMS College on Marketing. He is an Inaugural INFORMS Fellow, was honored as Morse Lecturer for INFORMS and also received the Kimball medal for distinguished contributions to the field of operations research. The American Marketing Association recently announced Dr. Lilien as the 2008 recipient of the AMA Irwin/McGraw-Hill Distinguished Marketing Educator Award, the highest honor a marketing educator can receive. He has received honorary doctorates from the University of Liège
University of Liège
The University of Liège , in Liège, Wallonia, Belgium, is a major public university in the French Community of Belgium. Its official language is French.-History:...
, the University of Ghent and Aston University
Aston University
Aston University is a "plate glass" campus university situated at Gosta Green, in the city centre of Birmingham, England.Established in 1895 as the Birmingham Municipal Technical School, Aston was granted its Royal Charter as Aston University on 22 April 1966...
.
Dr. Lilien's research interests are in marketing decision support, marketing engineering, market segmentation, new product modeling and marketing-mix issues for business products, bargaining and negotiations in business markets, modeling the industrial buying process, and innovation diffusion modeling.
He consults for many companies and is principal of the Marketing Engineering consultancy, DecisionPro http://www.decisionpro.biz. More details are available at garylilien.info.
See also
Return on marketing investmentReturn on marketing investment
Return on marketing investment is the contribution attributable to marketing , divided by the marketing “invested” or risked. ROMI is a relatively new metric. It is not like the other “return-on-investment” metrics because marketing is not the same kind of investment...
Marketing mix modeling
Marketing mix modeling
Marketing mix modeling is a term of art for the use of statistical analysis such as multivariate regressions on sales and marketing time series data to...
Marketing effectiveness
Marketing effectiveness
Marketing effectiveness is the quality of how marketers go to market with the goal of optimizing their spending to achieve good results for both the short-term and long-term...