Entrepreneurial Marketing
Lodish is an author, a consultant, and the Samuel R. Harrell Professor in the Marketing Department of the Wharton School at the University of Pennsylvania. At Wharton, Lodish is the vice dean for the Program for Social Impact and leader of the Wharton Global Consulting Practicum, which has partnerships with leading business schools around the world.
His lecture - "How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company" - is at 11:10 a.m. in the Olin Auditorium and is part of the Burton D. Morgan Foundation Lectureship Series.
"Marketing involves understanding the reasons and processes by which people make decisions like purchases and sales and how to make those more efficient," Lodish said.
His mathematics background and the "reasoning and logic" he learned to apply at Kenyon helped propel him into graduate school at the Massachusetts Institute of Technology and its nascent program in applying quantitative techniques to marketing and management problems. He earned a doctorate in marketing and operations research at MIT in 1968. He believes in the liberal arts education enriched by work-place internships.
Lodish has a distinguished record of creative leadership in the field of marketing. His targets for research and consulting are entrepreneurial marketing, strategic- and tactical-marketing resource planning, marketing-decision support systems, and applications in business-marketing strategy, sales force, advertising, and promotion planning.
Lodish is the author of The Advertising and Promotion Challenge: Vaguely Right or Precisely Wrong and co-author of two other books. He initiated the Wharton master's in business administration course in entrepreneurial marketing in 1995. He has developed models and decision-support systems for media planning, sales-force deployment, and promotion planning that are syndicated and in world-wide use. As a part-time entrepreneur, Lodish co-founded Management Decision Systems in 1967 and Shadow Broadcast Services in 1991. He has done consulting work with global companies including Anheuser Busch, Coca-Cola, Merck and Co., and Procter and Gamble.
The Burton D. Morgan Foundation is based in Hudson, Ohio, and is dedicated to encouraging the free enterprise system. The foundation is the generous supporter of a series of lectures on the Kenyon campus during the academic year. This event is free and the public is encouraged to attend.