Gary L. Lilien
Distinguished Research Professor Emeritus of Marketing, Distinguished Research Professor Emeritus of Marketing
Office Address 463A Business Building
Phone Number
814-863-2782
Email Address
g5l@psu.edu
Gary L. Lilien
Distinguished Research Professor Emeritus of Marketing, Distinguished Research Professor Emeritus of Marketing
Office Address 463A Business Building
Phone Number
814-863-2782
Email Address
g5l@psu.edu
Dr. Lilien is Distinguished Research Professor of Management Science and former Chairman of the Management Science Department. He is also co-founder and Former Research Director of the Institute for the Study of Business Markets, the world's leading institution focusing on fostering research in nonconsumer markets.Dr. Lilien is the author or co-author of more than 20 books (including Marketing Models with Phil Kotler and Marketing Engineering with Arvind Rangaswamy) and over 120 professional articles primarily in the areas of industrial marketing, new product development, marketing models, and bargaining theory.
Expertise
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.
Education
Ph D, Industrial Engr/oper Res, Columbia University, 1973
MS, Columbia University, 1968
BS, Columbia University, 1967
Courses Taught
BA 597 – Special Topics (Variable)
Formal courses given on a topical or special interest subject which may be offered infrequently.
MKTG 533 – Business Marketing (2)
Study of marketing of goods and services to business, institutions, and government.
B A 597A – Preparing for the Professoriate (2)
This course provides a hands-on approach to develop the above skills, essential to success in academia. Primarily for MKTG, SCIS, and MGMT students.
MKTG 596 – Individual Studies (Variable)
Creative projects, including nonthesis research, which are supervised on an individual basis and which fall outside the scope of formal courses.
B A 597 – Special Topics (Variable)
Formal courses given on a topical or special interest subject which may be offered infrequently.
MKTG 597 – Special Topics (Variable)
Formal courses given on a topical or special interest subject which may be offered infrequently; several different topics may be taught in one year or term.
MKTG 521 – Scientific Marketing Analysis and Implementation (2)
An introduction to the tools used, rationale for, and the practice and implementation of a variety of current marketing techniques.
MKTG 555 – Marketing Models (3)
Topics in the model building approach to marketing decision making, focusing on current research issues.
SC&IS 597E – Information Systems (3)
Topics in the model building approach to marketing decision making, focusing on current research issues.
B A 574 – Business Research (variable)
A project paper, comparable in quality and scope of work to a graduate thesis, on problems of a company.
MS&IS 555 – Marketing Models (3)
Topics in the model building approach to marketing decision making, focusing on current research issues.
MS&IS 596 – Individual Studies (variable)
Creative projects, including nonthesis research, which are supervised on an individual basis and which fall outside the scope of formal courses.