Gary Lilien

Gary L. Lilien is Distinguished Research Professor of Management Science at Penn State and is also co-founder and Research Director of the Institute for the Study of Business Markets. He is the author or co-author of twelve books as well as over 100 professional articles in 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 in these areas.