Gary L. Lilien is Distinguished Research Professor of Management Science at the Smeal College of Business at Penn State and is Distinguished Professor of Marketing at the University of Technology, He is also cofounder and Research Director of Penn State’s Institute for the Study of Business Markets (ISBM). He received a BS, MS and a PhD from Columbia University in Operations Research. Previously, Prof. Lilien was a member of the faculty at the Sloan School at MIT. His research interests include B2B marketing, Marketing Engineering, market segmentation, new product modeling, marketing mix issues for business products, bargaining and negotiations, modeling the B2B buying process, the implementation of marketing science and innovation diffusion modeling.
He is the author or co-author of more than twenty books (including Marketing Models with Phil Kotler, Marketing EngineeringandPrinciples of Marketing Engineering), as well as over 100 professional articles. He was departmental editor for Marketing for Management Science; is on the editorial board of the Journal of Marketingand the International Journal for Research in Marketing; is functional Editor for Marketing for Interfaces, is on the Advisory Board of the Journal of Marketing Research. He is former Editor in chief of Interfaces,former President as well as Vice President/Publications for The Institute of Management Sciences. He is an Inaugural Fellow of the Institute for Operations Research and the Management Sciences (INFORMS), was honored as Morse Lecturer by INFORMS and received the Kimball medal for distinguished contributions to the field of operations research. He is an Inaugural Fellow of the Informs Society for Marketing Sciences (ISMS) and of the European Marketing Academy (EMAC), where he serves on the Executive Committee as US Representative. He served on the Board of Directors of the American Marketing Association.
He has received honorary doctorates from the University of Liege, the University of Ghent and Aston University. He received the 2008 AMA/Irwin/McGraw Hill Educator of the Year award and the 2012 Gilbert Churchill Award from the AMA for career contributions to the field of Marketing Research. In 2010, the ISMS-MSI Practice Prize for the best applied work in marketing science globally was renamed the Gary Lilien ISMS-MSI Practice Prize in his honor. He received the AMA Interorganizational SIG Lifetime Achievement Award in 2014, was named the EMAC Distinguished Marketing Scholar for the year 2015 and received the Buck Weaver award for work integrating theory and practice in marketing in 2017.
He has consulted for many companies including Arcelor, AT&T, BP, CTCA, Dow, DuPont, Eastman Chemical, Exelon, Federal Reserve Bank, GE, Goodyear, IBM, MarketingNPV, MarketShare, Pillsbury, Pfizer, Pitney Bowes, PPG, Sprint and Xerox. He is a founder and President of the Marketing Analytics consultancy, DecisionPro (www.decisionpro.biz).