 He 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.He was departmental editor for marketing for the journal, "Management Science"; is on the editorial board of the "International Journal for Research in Marketing"; is functional editor for "Marketing for Interfaces", and is area editor at "Marketing Science".