Smeal College Professor Featured In Prestigious Management Science Lecture Series

Smeal College Professor Featured In Prestigious Management Science Lecture Series

UNIVERSITY PARK, PA -- Gary L. Lilien, Distinguished Research Professor of Management Science and Research Director of the Institute for the Study of Business Markets (ISBM) in Penn State’s Smeal College of Business, recently presented the 12th Annual E. Leonard Arnoff Memorial Lecture on the Practice of Management Science at the University of Cincinnati’s College of Business Administration.

Entitled “Modeled to Bits: Marketing Decision Models for the Digital, Networked Economy,” Lilien’s May 8 presentation discussed new developments in marketing management support systems, which are providing marketers with a growing supply of tools to enrich decision-making. His presentation also described the concept of marketing engineering—an approach that applies analytic and systematic methods to solve marketing decision problems—and how the digital networked economy is inducing significant structural changes to the practice of marketing.

Lilien is one of the founders of the field of marketing engineering and he coauthored the second-edition textbook/CD-ROM package on the subject ( Marketing Engineering , Prentice Hall) with fellow Smeal professor Arvind Rangaswamy. The two also recently launched DecisionPro, Inc., a Smeal College spin-off company centered on marketing engineering and its applications in the corporate world.

The Arnoff Lectures are among the most prestigious series of lectures in the world on operations research and management science topics. Presented annually, the series is sponsored by the Department of Quantitative Analysis and Operation Management, the University of Cincinnati Chapter of Omega Rho International Honor Society, and INFORMS.

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