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Gary L. Lilien is Distinguished Professor of Management Science at the Smeal College of Business at Pennsylvania State University and is also the co-founder and research director of Institute for the Study of Business Markets ISBM, the world's leading institution focusing on fostering research in B2B markets.
Before joining Penn State University as a faculty member in 1981, Lilien was an assistant professor at the MIT Sloan School of Management. He has authored or co-authored twenty books, including the very popular Marketing Models with Phil Kotler and Sridhar Moorthy, [1] Marketing Engineering with Arvind Rangaswamy and most recently, Principles of Marketing Engineering, with Arvind Rangaswamy and Arnaud De Bruyn. He has also published over 100 professional articles primarily in the areas of industrial marketing, new product development, marketing models, and bargaining theory. He was departmental editor for marketing for the journal, Management Science; is on the editorial board of the 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 a member of INFORMS, the American Marketing Association, the Product Development and Management Association, and the European Marketing Academy. He has served on the NSF advisory panel for the Decision and Management Sciences program.
He is the former president as well as vice president/publications for The Institute of Management Sciences. He is VP for external relations and an Inaugural Fellow of the European Marketing Academy and serves on the board of directors of the INFORMS College on Marketing. He is an inaugural INFORMS Fellow, was honored as Morse Lecturer for INFORMS and also received the George E. Kimball Medal for distinguished contributions to the field of operations research. The American Marketing Association announced Lilien as the 2008 recipient of the AMA Irwin/McGraw-Hill Distinguished Marketing Educator Award, the highest honor a marketing educator can receive. He has received honorary doctorates from the University of Liège, the University of Ghent and Aston University.
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.
He consults for many companies and is principal of the Marketing Engineering consultancy, DecisionPro . More details are available at garylilien.info.
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasize in advertising; operation of advertising campaigns; attendance at trade shows and public events; design of products and packaging attractive to buyers; defining the terms of sale, such as price, discounts, warranty, and return policy; product placement in media or with people believed to influence the buying habits of others; agreements with retailers, wholesale distributors, or resellers; and attempts to create awareness of, loyalty to, and positive feelings about a brand. Marketing is typically done by the seller, typically a retailer or manufacturer. Sometimes tasks are contracted to a dedicated marketing firm or advertising agency. More rarely, a trade association or government agency advertises on behalf of an entire industry or locality, often a specific type of food, food from a specific area, or a city or region as a tourism destination.
The term "marketing mix" is a foundation model for businesses, historically centered around product, price, place, and promotion. The marketing mix has been defined as the "set of marketing tools that the firm uses to pursue its marketing objectives in the target market".
Andrew B. Whinston is an American economist and computer scientist. He is the Hugh Roy Cullen Centennial Chair in Business Administration, Professor of Information Systems, Computer Science and Economics, and Director of the Center for Research in Electronic Commerce (CREC) in the McCombs School of Business at the University of Texas at Austin.
Philip Kotler is an American marketing author, consultant, and professor emeritus; the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University (1962–2018). He is known for popularizing the definition of marketing mix. He is the author of over 80 books, including Marketing Management, Principles of Marketing, Kotler on Marketing, Marketing Insights from A to Z, Marketing 4.0, Marketing Places, Marketing of Nations, Chaotics, Market Your Way to Growth, Winning Global Markets, Strategic Marketing for Health Care Organizations, Social Marketing, Social Media Marketing, My Adventures in Marketing, Up and Out of Poverty, and Winning at Innovation. Kotler describes strategic marketing as serving as "the link between society's needs and its pattern of industrial response."
Eduardo L. Roberto or Ned Roberto is a Filipino professor who is considered Asia's foremost authority in marketing. He was the professor of international marketing, at the Asian Institute of Management located in Metro Manila in the Philippines. He has written several marketing related books and is currently, a part of the editorial board of the International Journal of Research in Marketing. His areas of interest for teaching and research include marketing research, social marketing and consumer behavior. He has also taught at the Northwestern University’s Kellogg Graduate School of Management Chicago Campus and at the Euro-Asia Centre of INSEAD Macau.
Edmund Jerome McCarthy was an American marketing professor and author. He proposed the concept of the 4 Ps marketing mix in his 1960 book Basic Marketing: A Managerial Approach, which has been one of the top textbooks in university marketing courses since its publication. According to the Oxford Dictionary of Marketing, McCarthy was a "pivotal figure in the development of marketing thinking". He was also a founder, advisory board member, and consultant for Planned Innovation Institute, which was established to bolster Michigan industry. In 1987, McCarthy received the American Marketing Association's Trailblazer Award, and was voted one of the "top five" leaders in marketing thought by the field's educators.
Frank M. Bass was an American academic in the field of marketing research and marketing science. He was the creator of the Bass diffusion model that describes the adoption of new products and technologies by first-time buyers. He died on December 1, 2006.
Marketing effectiveness is the measure of how effective a given marketer's go to market strategy is toward meeting the goal of maximizing their spending to achieve positive results in both the short- and long-term. It is also related to marketing ROI and return on marketing investment (ROMI).
The following outline is provided as an overview of and topical guide to marketing:
Return on marketing investment (ROMI) is the contribution to profit attributable to marketing, divided by the marketing 'invested' or risked. ROMI is not like the other 'return-on-investment' (ROI) metrics because marketing is not the same kind of investment. Instead of money that is 'tied' up in plants and inventories, marketing funds are typically 'risked'. Marketing spending is typically expensed in the current period.
J. Scott Armstrong is an author, forecasting and marketing expert, and an Emeritus Professor of Marketing at the Wharton School of the University of Pennsylvania. Armstrong's research and writing in forecasting promote the ideas that in order to maximize accuracy, forecasting methods should rely on evidence-based methods.
The study of the history of marketing, as a discipline, is meaningful because it helps to define the baselines upon which change can be recognised and understand how the discipline evolves in response to those changes. The practice of marketing has been known for millennia, but the term "marketing" used to describe commercial activities assisting the buying and selling of products or services came into popular use in the late nineteenth century. The study of the history of marketing as an academic field emerged in the early twentieth century.
A marketing information system (MIS) is a management information system (MIS) designed to support marketing decision making. Jobber (2007) defines it as a "system in which marketing data is formally gathered, stored, analysed and distributed to managers in accordance with their informational needs on a regular basis." In addition, the online business dictionary defines Marketing Information System (MKIS) as "a system that analyzes and assesses marketing information, gathered continuously from sources inside and outside an organization or a store." Furthermore, "an overall Marketing Information System can be defined as a set structure of procedures and methods for the regular, planned collection, analysis and presentation of information for use in making marketing decisions."
Vincent Barabba is an American market researcher, author, former head of the United States Census Bureau, and the chairman and co-founder of Market Insight Corporation. He is known for his work in the field of market research and opinion polling.
V. 'Seenu' Srinivasan (1944) is an American scholar in the field of marketing science. He is the Adams Distinguished Professor of Management, Emeritus at the Stanford Graduate School of Business, Stanford University. Srinivasan is known for his research on market research and conjoint analysis. Srinivasan received his bachelor's degree in Mechanical Engineering from the Indian Institute of Technology, Madras. He worked for two years as a production-planning engineer at Larsen & Toubro, Mumbai prior to joining Carnegie-Mellon University where he received his MS and PhD in industrial administration.
Eric J. Johnson is a professor of marketing at Columbia University where he is the inaugural holder of the Norman Eig Chair of Business. He is the Co-Director for the Center for Decision Sciences.
Jerry (Yoram) Wind is The Lauder Professor and Professor of Marketing at The Wharton School of the University of Pennsylvania, and is the founding director of the Wharton "think tank,” The SEI Center for Advanced Studies in Management. He is internationally known for pioneering research on organizational buying behaviour, market segmentation, conjoint analysis, and marketing strategy. He consults with major firms around the world, provides expert testimony in many intellectual property and antitrust cases, and has lectured in over 50 universities worldwide.
Roland Rust is an American business professor, author and consultant.
Rajdeep 'Raj' Grewal is the Townsend Family Distinguished Professor of Marketing at Kenan-Flagler Business School, University of North Carolina at Chapel Hill. He is the editor-in-chief of Journal of Marketing Research. He is known for his work on marketing research, marketing strategy and business to business marketing.
Marketing engineering is currently defined as "a systematic approach to harness data and knowledge to drive effective marketing decision making and implementation through a technology-enabled and model-supported decision process".
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