Gary L. Lilien

Distinguished Research Professor of Management Science , Research Director
Department: Marketing, Institute for the Study of Business Markets
Office: 468 Business Building
Phone: 814-863-2782
Fax: 814-863-0413
Member of Faculty Since: 1981


Dr. Lilien is Distinguished Research Professor of Management Science and former Chairman of the Management Science Department. He is also co-founder and 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 fourteen books (including Marketing Models with Phil Kotler and Marketing Engineering with Arvind Rangaswamy) and over 100 professional articles primarily in the areas of industrial marketing, new product development, marketing models, and bargaining theory.

Current Research

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.


Marketing Models
Business-to-Business Marketing
New Product Diffusion
Marketing Engineering


Editorial Board, International Journal of Research in Marketing

Editorial Board, Journal of Marketing

Functional Editor for Marketing, Interfaces

Associate Editor, Marketing Science

Editorial Review Board, Journal of Business and Industrial Marketing

Editorial Review Board, Journal of Business to Business Marketing


DES, Columbia University, 1973

MS, Columbia University, 1968

BS, Columbia University, 1967