Notice: Please visit for our latest Marketing Engineering software
Marketing Engineering for Excel has reached end of life and is no longer receiving updates. Please visit to explore our newest online marketing analytics platform which is designed to replace the Marketing Engineering for Excel add-in.

Notice: ME Cloud being discontinued July 1, 2021
The ME Cloud academic solution for Mac and Chromebook students to access the Marketing Engineering for Excel add-in will be discontinued on July 1, 2021. For further information, please refer to the ME Cloud update news item.


Professor Gary L. Lilien from Penn State University is the winner of the EMAC Distinguished Marketing Scholar Award 2015

on . Posted in News

EMAC has announced that Professor Gary L. Lilien from Penn State University is the winner of the EMAC Distinguished Marketing Scholar Award 2015.

EMAC Announcement:

This annual award is designed to be the highest honor that a marketing educator who has had extensive connections with EMAC (The European Marketing Academy) can receive. The two main criteria for the award are: (1) Outstanding marketing scholarship as reflected in extensive, impactful research contributions and (2) Outstanding contributions to the European Marketing Academy.

Professor Lilien has an outstanding record in terms of publications, with 50 articles in the leading marketing and management science journals, including nine in International Journal of Research in Marketing. He has received multiple awards for his publications, including twice the award for best paper in IJRM.  Professor Lilien has been for three decades a leading researcher on business-to-business marketing and marketing analytics.  His work has influenced generations of researchers, having been cited more than 12,000 times.

He has also contributed to marketing education through fourteen books, many re-issued. This includes his two landmark textbooks on Marketing Models, co-written with Philip Kotler. Another outstanding contribution was his series of books and software on “Marketing Engineering,” written with Arvind Rangaswamy, which made it possible for large populations of students to enter into the logic and mechanisms of marketing models. Professor Lilien has made unique contributions to EMAC.  He has remained constantly since 1987 in the editorial board of EMAC’s flagship publication, International Journal of Research in Marketing.

He served many times in the faculty of the EMAC Doctoral Colloquium, and played an important role in positioning this colloquium as a place where seasoned faculty listen to still unknown students in order to give them help and advice to start their career with publications. Many attendants who are now leading colleagues fondly remember his support which sometimes included invitations to Penn State. Professor Lilien has played an important role in attracting to EMAC a large number of overseas colleagues, especially from North America but also from ANZMAC. This has played a role in the increased visibility of European research in the world’s academic community in marketing.

He also created major innovations during his more than 20 year tenure in EMAC’s Executive Committee, as Vice-president or as Representative for the US. He played a key role in creating and organizing the EMAC-McKinsey dissertation award, which has become such important element of EMAC’s portfolio. He also played an important role in designing, on behalf of the Executive Committee, several formalized procedures, e.g. for the appointment of IJRM’s editor-in-chief or for the EMAC Distinguished Marketing Scholar Award. As part of his career-long work in favor of increased links between academia and practice and for managerially relevant research, he has organized presentations, at each EMAC conference, by the three finalists of the practice prize that now bears his name.

He has made numerous contributions in other academic journals, associations, and institutions and received several lifetime awards and honorary degrees. Let us simply mention his unchallenged reputation as the fastest reviewer in the profession.

Overall, Professor Lilien fully deserves the EMAC Distinguished Marketing Scholar Award, given his high quality rigorous research, exceptional contribution to EMAC, and service to the marketing community.

He will officially be presented with the Award at the forthcoming EMAC conference in Leuven (May 26-29, 2015), during which he will give an invited presentation in a special session.

The Award Committee consisted of Gilles Laurent (Chair), Sönke Albers, and Hubert Gatignon.

Tel: +32 2 226 66 67 | Fax: +32 2 512 19 29