glilienGary L. Lilien is Distinguished Research Professor of Management Science at the Smeal College of Business at Penn State. He is also cofounder and Research Director of Penn State’s Institute for the Study of Business Markets (ISBM). He received a BS, and 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 industrial buying process, the implementation of marketing science and innovation diffusion modeling

He is the author or co-author of fifteen books (including Marketing Models with Phil Kotler, Marketing Engineering and Principles 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 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 the former President as well as Vice President/Publications for The Institute of Management Sciences. 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. He is an Inaugural Fellow of the European Marketing Academy, is VP External Relations for the INFORMS Society for Marketing Science (ISMS) and is an Inaugural ISMS Fellow. He is 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 and 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 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 on the Scientific Advisory Board of MarketShare and is a principal of the Marketing Engineering consultancy, DecisionPro (

For a perspective on my career published in the Journal of Marketing see: Reflections of an Accidental Marketer.