Leonard M. Lodish Faculty Profile

Leonard M. Lodish
Samuel R. Harrell Professor; Professor of Marketing
Vice Dean, Program for Social Impact; Leader and Co-founder, Global Consulting Practicum

PhD, Massachusetts Institute of Technology, 1968; AB, Kenyon College, 1965

Research Areas
Marketing decision support systems; marketing experimentation; entrepreneurial marketing; expert systems in marketing; sales force decision support; marketing resource allocation; promotion and advertising decision support

Recent Consulting
Packaged goods marketing and strategy decision support, Information Resources, 1985-present; Campbell’s Soup, 2006; Compete, Inc., 2000-2008

Current Projects
Using store scanner to estimate attribute importances & marketing mix impacts; command and control systems for marketing mix planning and execution.

Academic Positions Held
Wharton: 1968-present (Vice Dean, Program for Social Impact, 2009-present; Vice Dean, Wharton West, 2001-2009; Leader and Co-founder, Global Consulting Practicum, 1978-present; named Samuel R. Harrell Professor, 1988; Chairperson, Marketing Department, 1984-88, 1991-92). Visiting appointment: Harvard University

Career and Recent Professional Awards; Teaching Awards
Edelman Award for Management Science Achievement, TIMS, 1987; Paul E. Green Award for Journal of Marketing Research Article Most Likely to Positively Impact Practice of Marketing, 1996; Mayor's citation from Philadelphia and Tel Aviv University for Wharton Multinational Marketing program's contribution - awarded by Philadelphia - Israel Chamber of Commerce, 1999; Odell Award for JMR Article with most impact after 5 years, 2000, Best Article Award for 2007, Journal of Advertising Research

Professional Leadership 2005-2009
Editorial Board, Marketing Science, 1981-present; Editorial Board, Journal of Personal Selling and Sales Management, 1984-2005

Corporate and Public Sector Leadership 2005-2009
Director, ALS (Lou Gehrig's Disease) Association of Phila, 1996-present; Director, J&J Snack Food Corp., 1992-present; Director, Franklin Electronic Publishing Corporation, 1987-present; Director, Information Resources, Inc., 1985-present; Trustee, Temple Beth-Hillel-Bethel, 1990-present; Co-founding Director, Diapers.com, 2005-present

Representative Publications
(with H.L. Morgan and S. Archambeau)
Marketing That Works, Wharton School Publishing, 2007.

(with M. Abraham)
"An Implemented Systems for Improving Promotion Productivity Using Store Scanner Data." Marketing Science 12.3 (1993).

(with M. Abraham, S. Kalmensen, J. Livelsberger, B. Lubetikin, B. Richardson, and M. Stevens)
"How TV Advertising Works: A Meta Analysis of 389 Real-World Split-Cable TV Advertising Experiments." Journal of Marketing Research (November 1995).

"If Brands Are Built Over Years, Why Are they managed over quarters?" Harvard Business Review, Volume 85, Issue 7/8 (July/August 2007), 104-112.