Elgar original reference
Edited by Gary L. Lilien and Rajdeep Grewal
Gary L. Lilien is Distinguished Research Professor of Management Science at the Smeal College of Business at Pennsylvania State University, University Park, PA. He is also co-founder and Research Director of the Institute for the Study of Business Markets (ISBM). Previously, Professor Lilien was a member of the faculty at the Sloan School at MIT. He received his bachelor’s, master’s and doctoral degrees from Columbia University. 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 12 books (including Marketing Models with Philip Kotler, Marketing Engineering and Principles of Marketing Engineering), as well as more than 100 professional articles. He was Departmental Editor, Marketing for Management Science; is on the editorial board of 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 and Vice President/Publications for The Institute of Management Sciences. He is an Inaugural INFORMS Fellow, was honored as Morse Lecturer for INFORMS and received the Kimball Medal for distinguished contributions to the field of operations research. He is an Inaugural Fellow of the European Marketing Academy, VP External Relations for the INFORMS Society for Marketing Science (ISMS) and an Inaugural ISMS Fellow. He sits on the Board of Directors of the...