Suresh P. Sethi is an American mathematician who is the Eugene McDermott Chair of Operations Management and Director of the Center for Intelligent Supply Networks at the University of Texas at Dallas.

[14] He is known for his developments of the Sethi advertising model and Sethi-Skiba point, and for his textbook on optimal control.

The model assumes that the rate of change in sales depend on three effects: response to advertising that acts positively on the unsold portion of the market, the loss due to forgetting or possibly due to competitive factors that act negatively on the sold portion of the market, and a random effect that can go either way.

[citation needed] The following are related journal publications over the years that established and generalized Sethi model.

He is the recipient of the 2015 Tepper Alumni Achievement Award [19] Two conferences have been organized in his honor, at Aix-en-Provence in 2005[20] and at University of Texas at Dallas in 2006.