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

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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

Marketing Engineering News - January 2015

on . Posted in Instructor Newsletters

The Marketing Engineering Team extends our best wishes for a healthy, happy, and prosperous 2015 to all our colleagues.

  • Marketing Engineering Update
    The current release of Marketing Engineering for Excel (ME>XL) is v2.0.7.  We encourage all instructors, especially those teaching this spring, to check the version they have installed.  We have implemented a number of improvements in calculations and modifications in a number of data sets that will give results that may differ from those in earlier versions.  The software change log will indicate which cases and data sets have been updated. Students will always have access to the most current release, so it is important that the instructor is using the same version.
  • Marketing Engineering announces support for 64-bit versions of Microsoft Excel
    When instructors and students go to the software download page, they will now have the option to download ME>XL 32-bit or 64-bit.  The two versions of ME>XL correspond to the 32-bit and 64-bit versions of Excel that are available from Microsoft.  Please make sure that you (and your students) install the version of ME>XL that corresponds to the version of Excel on your machine. The download page on our website includes instructions for determining the version of Excel the user has installed.
  • DecisionPro website changes
    Our website ( has undergone an update to improve the user experience. While the website menu has been reorganized, instructors and students still have dedicated menus for their respective materials. The main difference in the update for student materials is the terminology for accessing the software and business cases. The students now subscribe to the Marketing Engineering materials instead of purchasing a software license. This change is aimed at reducing student confusion between the different software access methods for Windows (installation and licensing) and Macs (online access). Please note that if you include links to the website in your materials, you will have to update them as many of the links to student materials have changed.
  • Marketing Engineering Cloud changes
    The ME Cloud is our method for Mac users to access the Marketing Engineering software online since our software is a Windows-only product. We have upgraded our ME Cloud server and the access software to increase performance. We have also simplified the process for students to gain access to the ME Cloud. Users will now be able to launch the ME Cloud version of Excel directly from their student software page with no additional login required. The ME Cloud launch page also contains all the cases, tutorials and other support material students need.

We appreciate your continued support and always look forward to your suggestions to further improve Marketing Engineering.  Please reach out to us at This email address is being protected from spambots. You need JavaScript enabled to view it. if we can be of assistance.

Please pass this newsletter on to your colleagues who can subscribe by sending a This email address is being protected from spambots. You need JavaScript enabled to view it..

All the best,

Gary Lilien, Penn State University
Arvind Rangaswamy, Penn State University
Arnaud De Bruyn, ESSEC Business School