Leonard M. Lodish Faculty Profile

Leonard M. Lodish
Samuel R. Harrell Professor; Professor of Marketing
Vice Dean, Wharton West; Senior Director, 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; Pharmaceutical marketing analysis, Walsh PDS 1992-1999; Advertising and promotion decision support, marketing research and strategy, Procter & Gamble, 1984-1996; Marketing strategy and decision support, Anheuser Busch, 1989-93; Marketing strategy and tactics, Tropicana, 1995-1999; Conagra, 2000-present

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, Wharton West, 2001-present; Senior Director, Global Consulting Practicum, 1995-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 Jr. of Marketing Research Article Most Likely to Positively Impact Practicce of Marketing, 1996; Mayor's citation from Philadelphia and the Aviv 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

Professional Leadership 2003-2007
Editorial Board, Marketing Science, 1981-present; Editorial Board, Journal of Personal Selling and Sales Management, 1984-present

Corporate and Public Sector Leadership 2003-2007
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.

Representative Publications
(with H.L. Morgan and A. Kallianpur)
Entrepreneurial Marketing: Lessons from Wharton's Pioneering MBA Course John Wiley, 2001.

(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).

"Building Marketing Models that Make Money." Interfaces (forthcoming 2000).