Carl McDaniel is a professor of marketing at the University of Texas-Arlington where he has been chairman of the marketing department since 1976. He has been an instructor for more than 20 years and is the recipient of several awards for outstanding teaching. McDaniel has also been a district sales manager for Southwestern Bell Telephone Company. Currently, he serves as a board member of the Norh Texas Higher Education Authority. In addition to Marketing, McDaniel aso has co-authored numerous textbooks in marketing and business. McDaniel's research has appeared in such publications as the Journal of Marketing, Journal of Business Research, Jornal of the Academy of Marketing Science, and Clalifornia Management Review. McDaniel is a member of the American Marketing Association, Academy of Marketing Science, Southern Marketing Association, Southwestern Marketing Association, and Western Marketing Association. Besides his academic experience, McDaniel has business experience as the co-owner of a marketing research firm. Recently, McDaniel served as senior consultant to the International Trade Centre(ITC), Geneva, Switzerland. The ITC's mission is to help developing nations increase their exports. He has a bachelor's degree from the Universtiy of Arkansas and his master's degree and doctorate fom Arizona State University.Lamb, Charles W. is the author of 'Essentials of Marketing ', published 2005 under ISBN 9780324316643 and ISBN 032431664X.