Carl F. Mela is the T. Austin Finch Foundation Professor of Business Administration at Duke University and received his Ph.D. in Marketing from Columbia University. His research focuses upon the long-term effects of marketing activity, customer management, and the Internet. His articles appear in the Journal of Marketing Research, Marketing Science, Journal of Marketing, Harvard Business Review, the Journal of Consumer Research and have received or been a finalist for 30 best paper awards from these journals and other associations. Prof. Mela is an Associate Editor of the Journal of Marketing Research, and Quantitative Marketing and Economics and serves on the editorial boards of the Journal of Marketing, Marketing Science and Marketing Letters. Professional boards include Unilever, the Word of Mouth Marketing Association and Information Resources, Incorporated.