Marketing Engineering

Gary L. Liken, who coined the term marketing engineering, is Distinguished Research Professor of Management Science at the Smeal College of Business at Penn State. He is also co-founder and Research Director of the Institute for the Study of Business Markets at Penn State, an organization aimed at fostering research and interchange in nonconsumer markets. He holds three degrees in operations research, from the School of Engineering at Columbia University. Previously, Prof. Liken was a member of the faculty at the Sloan School at MIT. His research interests are in marketing engineering, market segmentation, new product modeling, marketing-mix issues for business products, bargaining and negotiations, modeling the industrial-buying process and innovation-diffusion modeling. Prof. Lilien is the author or co-author of 12 books (including Marketing Models with Philip Kotler) and over 80 professional articles. He was Departmental Editor for Marketing for Management Science; is on the editorial board of the International Journal for Research in Marketing and the Journal of Business to Business Marketing; is Functional Editor for Marketing for Interfaces, and is Area Editor for Marketing Science. He is former Editor in Chief of Interfaces. He served as President as well as Vice President/Publications for the Institute of Management Sciences. He is U.S. Coordinator for the European Marketing Academy. Prof. Liken is a winner of the Alpha Kappa Psi award for the outstanding article in the Journal of Marketing and is the Philip M. Morse Distinguished Lecturer of the Institute for Operations Research and the Management Sciences (INFORMS), 2001-2003. He received honorary doctorates from the University of Liege, the University of Ghent, and Aston University. Prof. Lilieri s consulting clients include AT&T, DuPont, Exelon, the Federal Reserve Bank, Hewlett-Packard, IBM, Kodak, Pillsbury, PP&L, Sprint, 3M, and Xerox. Prof. Liken is three-time winner and seven-time finalist in the Penn State Squash Club Championship and has substantial collections of fine wines and unusual porcine objects. Arvind Rangaswamy is the Jonas H. Anchel Professor of Marketing at Penn State, where he is also co-founder and Research Director of the eBusiness Research Center. He received a PhD in marketing from Northwestern University, an MBA from the Indian Institute of Management, Calcutta, and a B.Tech from the Indian Institute of Technology, Madras. Before joining Penn State, he was a faculty member at the J. L. Kellogg Graduate School of Management, Northwestern University, and at the Wharton School, University of Pennsylvania. He is actively engaged in research to develop concepts, methods, and models to improve the efficiency and effectiveness of marketing using information technologies, including such topics as marketing modeling, online customer behavior, and online negotiations. Prof. Rangaswamy has published numerous articles in such leading journals as Marketing Science, the Journal of Marketing Research, Management Science, the Journal of Marketing, the International Journal of Research in Marketing, Marketing Letters, Psychometrika, Multivariate Behavioral Research, and the Journal of Economics and Statistics. He is Area Editor for Marketing Science and serves on the editorial boards of the Journal of Interactive Marketing, the International Journal of Intelligent Systems in Accounting, Finance and Management, the Journal of Service Research, and the Journal of Business-to-Business Marketing. Prof. Rangaswamy is a Fellow of the IC2 Institute, an IBM Faculty Partner, and the Chair of the e-Business Section of the Institute for Operations Research and the Management Sciences (INFORMS). He is the Program Director for Electronic Markets and Marketing Information Systems and a member of the Advisory Board at Penn State's Institute for the Study of Business Markets. Prof. Rangaswamy has consulted for a number of companies including Marriott, Xerox, IBM, Kodak, Nokia, PPG Industries, AT&T, TVS (India), Bristol-Myers Squibb, Walker Digital, and Peapod. Prof. Rangaswamy is an avid and successful trader on eBay and other auctions, where he blends his research with his personal interest in rare Indian stamps and postal history.

I. THE BASICS.

 1. Introduction.
 2. Tools for Marketing Engineering: Market Response Models.
II. DEVELOPING MARKET STRATEGIES.

 3. Segmentation and Targeting.
 4. Positioning.
 5. Strategic Market Analysis: Conceptual Framework and Tools.
 6. Models for Strategic Marketing Decision Making.
III. DEVELOPING MARKETING PROGRAMS.

 7. New Product Decisions.
 8. Advertising and Communication Decisions.
 9. Salesforce and Channel Decisions.
10. Price and Sales Promotion Decisions.
IV. CONCLUSIONS.

11. Marketing Engineering: A Look Back and a Look Ahead.