Professor Gary Lilien discusses marketing models and provides insight into which create the most value, how to improve their adoption by management and much more...

While mix models are well established, there are limitations to these tools that tend to be ignored. Now is the time for a closer look...

Now that I'm older, I find myself thinking backwards more often. I start by thinking about the possible implications of a proposed analysis path -- e.g., "What question am I trying to answer and what would I do if the answer were X or Y?"