Arvind Rangaswamy

Anchel Professor of Marketing
Department: Marketing
Office: 481 Business Building
Phone: 814-865-1907
Fax: 814-865-3015
Member of Faculty Since: 1993


Professor Rangaswamy joined Penn State in 1993. He has previously been a faculty member at the Wharton School, University of Pennsylvania and at the J.L. Kellogg Graduate School of Management, Northwestern University.

He is a Fellow of the IC2 Institute, was an IBM Faculty Partner (2000-2001), and is the Chair of the e-Business Section of The Institute for Operations Research and the Management Sciences (INFORMS). He is also the Research Director of the eBusiness Research Center at Penn State, and the Program Director for Electronic Markets and Marketing Information Systems and a member of the Advisory Board of the Institute for the Study of Business Markets (ISBM) at Penn State.

Dr. Rangaswamy has also consulted for several leading companies in the areas of sales force management, marketing research, and e-Business. His recent consulting and speaking engagements have been at such companies as AT&T Wireless, Bristol-Myers Squibb, Cigna (Intracorp), DuPont, IBM Global Services Division, SAP Americas, Syngenta, and Unisys.

Current Research

Professor Rangaswamy is actively engaged in research to develop concepts, methods and models to improve the efficiency and effectiveness of marketing using information technologies, an area in which he is internationally recognized. His recent research covers such topics as marketing modeling, online customer behavior, online negotiations and Internet business models. He currently teaches graduate courses in marketing engineering and e-Business.


Marketing Engineering
Marketing Decision Models

Publication List

Lilien, Gary L. and Arvind Rangaswamy, "Marketing Engineering: Computer-Assisted Marketing Analysis and Planning", 1/1/2004, Revised Second Edition,

Pal, Nirmal and Arvind Rangaswamy (Editors), "The Power of One: Leveraging Value from Personalization Technologies", Summer 2003, Revised Second Edition,

Lilien, Gary L. and Arvind Rangaswamy, "Marketing Management and Strategy: Marketing Engineering Applications", 1/1/2003, Second Edition,

Lilien, Gary L. and Arvind Rangaswamy, "New Product and Brand Management: Marketing Engineering Applications", 1/1/2003, Second Edition,

Lilien, Gary L. and Arvind Rangaswamy, "Marketing Research: Marketing Engineering Applications", 1/1/2003, Second Edition,

Lilien, Gary L., Arvind Rangaswamy, Gerrit H. van Bruggen, and Katrin Starke, "DSS Effectiveness in Marketing Resource Allocation Decisions: Reality Versus Perception", Information Systems Research, Summer 2004, Vol. 15, No. 3, p. 216-235.

Srinivasan, Raji, Gary L. Lilien, and Arvind Rangaswamy, "First in, First out? The Effects of Network Externalities on Pioneer Survival", Journal of Marketing, Winter 2004, 68, p. 41-58.

Jianan Wu and Arvind Rangaswamy, "A Fuzzy Set Model of Consideration Set Formation Calibrated on Data from an Online Supermarket", Marketing Science, 1/1/2003, Vol. 22, No. 3, p. 411-434.

Shankar, Venkatesh, Amy Smith, and Arvind Rangaswamy, "The Relationship Between Customer Satisfaction and Loyalty in Online and Offline Environments", International Journal of Research in Marketing, Spring 2003, Vol. 20, No. 2, p. 153-175.


Marketing Science

Journal of Interactive Marketing

International Journal of Intelligent Systems in Accounting, Finance, and Management

Journal of Service Research

Journal of Business-to-Business Marketing

The Quarterly Journal of Electronic Commerce


Ph.D., Marketing, Northwestern University, 1985

M.B.A., Business Administration, Indian Institute of Management, 1979

Bachelor, Technology, Indian Institute of Technology, 1976


eBiz/MKTG5, e-Marketing

MKTG521, Scientific Marketing Analysis

Mathcamp, Refresher course for doctoral students