 The American Marketing Association announced Lilien as the 2008 recipient of the AMA Irwin/McGraw-Hill Distinguished Marketing Educator Award, the highest honor a marketing educator can receive.He has received honorary doctorates from the University of Liège, the University of Ghent and Aston University.Lilien's research interests are in marketing decision support, marketing engineering, market segmentation, new product modeling and marketing-mix issues for business products, bargaining and negotiations in business markets, modeling the industrial buying process, and innovation diffusion modeling.