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Donald E. Sexton is Professor of Marketing and Decisions, Risk, and Operations and Director of the Jerome A. Chazen Institute of International Business, Columbia University. Don received his B.A. in mathematics and economics from Wesleyan University and his Ph.D. and M.B.A. in economics and mathematical methods and statistics from the University of Chicago. He has been teaching at Columbia for more than 40 years in the areas of marketing, international business, and quantitative methods, and is a recipient of the Business School’s Distinguished Teaching Award. Don is a visiting professor at the China Europe International Business School in Shanghai and has also taught at the University of California-Berkeley, INSEAD, the Indian School of Business, the Australian Graduate School of Management, the University of Tehran, the US Business School in Prague, and the Hong Kong University of Science and Technology. He has more than 100 publications and has published articles in numerous journals such as the Harvard Business Review, Journal of Marketing, Journal ofMarketing Research, Journal of Advertising Research, and Management Science. He is frequently quoted in media such as the New York Times, BusinessWeek, Ad Age, and Beijing’s China Economic Daily. Dan is the Program Director of the Conference Board’s Marketing Effectiveness Conference and Marketing Research Councils and is a frequent speaker at Association of National Advertisers events. His research concerns marketing return on investment and marketing and branding strategy. His best-selling book on marketing management, Marketing 101, has been translated into several languages including Chinese, Turkish, Polish, and Indonesian. His book on building and managing brands, Branding 101 (Wiley), was launched in 2008. Don can be reached at: firstname.lastname@example.org