Leading Scholar In The New Field Of Marketing Engineering Receives Prestigious Awards
Leading Scholar In The New Field Of Marketing Engineering Receives Prestigious Awards
UNIVERSITY PARK, PA—Gary L. Lilien of Penn State's Smeal College of Business was among the first recipients of the newly created INFORMS Fellow Award, along with past Nobel laureates Kenneth Arrow, Harry Markowitz and John Nash. The award was established to "recognize exceptional achievement and experience in operations research and the management sciences."
Dr. Lilien is the Distinguished Research Professor of Management Science in Penn State's Smeal College of Business. He received the award during the annual meeting of the Institute for Operations Research and the Management Sciences (INFORMS) in San Jose, CA on November 18. At this meeting, Lilien also received the prestigious George E. Kimball Medal awarded annually for recognition of distinguished service to the Institute and to the profession of operations research and the management sciences.
Professor Lilien is a leading expert in the important new field of marketing engineering that uses analytical techniques and computer models to analyze data for making better marketing decisions. The global 1,000 companies spend about $1 trillion on marketing according to Accenture in a 2001 study. This study found that 68% of the participants indicate they have problems even articulating, much less measuring, return on investment in marketing. It is estimated that systematic marketing decision-making can improve marketing productivity by 5 - 10% with minimal additional costs.
Lilien and Dr. Arvind Rangaswamy, the Jonas H. Anchel Professor of Marketing in Penn State's Smeal College of Business, are the authors of the recently published second edition of their popular textbook, Marketing Engineering . The nation's number one marketing authority, Dr. Philip Kotler of Northwestern University says of this book, "Finally marketing can exhibit its scientific muscle and move from opinions-based decision-making to data-based decision-making. I think this is a very important book that will spawn a new discipline within marketing."
The book Marketing Engineering is accompanied by a suite of analytical software tools making it possible for the marketing practitioner to make better, fact-based decisions, in such areas as market segmentation and positioning, new product development, advertising and communications, and sales force and channel development from their desktop computer. Now, for the first time, small as well as large firms can do their own data analysis without investing in expensive and time-consuming market research studies. For more information about Marketing Engineering go to the Web site www.mktgeng.com .
The Institute for Operations Research and the Management Sciences is an international scientific society with 10,000 members, including Nobel Prize laureates, dedicated to applying scientific methods to help improve decision-making, management, and operations. Members of INFORMS work in business, government, and academia. They are represented in fields as diverse as airlines, health care, law enforcement, the military, the stock market, and telecommunications. The INFORMS Web site is at http://www.informs.org .
Professor Lilien has been at Penn State's Smeal College of Business for over 20 years. He is also co-founder and research director of the Institute for the Study of Business Markets at the Smeal College, an organization aimed at fostering research and interchange in nonconsumer markets. Before that he was on the faculty of MIT's Sloan School of Management. In addition to his three honorary doctorates, he has bachelor's, master's and doctoral degrees in operations research from the School of Engineering and Applied Science at Columbia University. In the interdisciplinary spirit of operations research, his specialty is marketing. He is the author or co-author of numerous books and dozens of articles on marketing and marketing analysis. He is also a co-author of the book, Excellence in Management Science . He is the area editor of Marketing Science for applications, a former area editor of Management Science for marketing and a former editor in chief of Interfaces .
Editors: Gary Lilien can be contacted at 814-863-2382 or g51@psu.edu .
REPORTERS & EDITORS: For more information, please contact Wyatt DuBois in the Smeal College of Business Media Relations Office at 814-863-3798 or wed112@psu.edu.
Penn State's Smeal College of Business offers highly ranked undergraduate, MBA, executive MBA, Ph.D., and executive education opportunities to more than 5,500 students at all levels. Featuring academic departments of accounting, finance, marketing, insurance and real estate, management, and supply chain and information systems, the college is also home to major research centers such as the Center for Supply Chain Research, the Institute for the Study of Business Markets, the Center for Digital Transformation, the Farrell Center for Corporate Innovation and Entrepreneurship, the Center for Global Business Studies, and the Center for the Management of Technological and Organizational Change.
