Gary Lilien Identifies Three Key Challenges for B-to-B Marketers

Marketing Legends

In this video, Dr. Robin Coulter, Professor of Marketing and Department Head at The University of Connecticut School of Business, discusses three key challenges that B-to-B marketers face with Dr. Gary Lilien, Distinguished Professor of Management Science at the Smeal College of Business at Pennsylvania State University. With no true marketing training or business school background, Gary Lilien has become a leading authority in the area of business to business marketing and co-founded the Institute for the Study of Business Markets. He has noted the three key challenges for B-to-B firms are (1) Innovation Outside the Firm, (2) Changes to the Buying Process and (3) B-to-B Data Analytics.

Gary L. Lilien | A Brief Biography

Gary Lilien serves as Distinguished Research Professor of Management Science at Pennsylvania State University. He is also co-founder and Research Director of the Institute for the Study of Business Markets, the world's leading institution focusing on fostering research in nonconsumer markets.

After receiving three degrees from Columbia University (he often notes none being in marketing), Lilien went to work in industry and subsequently joined the faculty at MIT Sloan School of Management and ultimately settling at Penn State in 1981.

Professor Lilien has authored or co-authored twenty books, including the very popular Marketing Models with Phil Kotler and Sridhar Moorthy, 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.

Throughout his career, Lilien has been engaged with numerous organizations within the marketing discipline include INFORMS, the American Marketing Association, the Product Development and Management Association, and the European Marketing Academy.

The AMA honored Dr. Lilien as the 2008 recipient of the AMA Irwin/McGraw-Hill Distinguished Marketing Educator and he was named an AMA Fellow in 2015.

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