Don Sexton is Professor of Marketing, Columbia University. He received his Ph.D. and M.B.A. from the University of Chicago, has been teaching for more than forty years at Columbia in the areas of marketing, international business, and statistics, and is a recipient of the Business School’s Distinguished Teaching Award. He has written more than one hundred publications and his articles have appeared in numerous journals such as the Harvard Business Review, Journal of Marketing, Journal of Marketing Research, and Management Science. Don’s most recent book, Value Above Cost (Wharton), explains how marketing drives financial performance. He is also the president of The Arrow Group, Ltd.®, a company that has provided consulting and training services to such organizations as GE, IBM, Unilever, Pepsi, DuPont, Pfizer, Sony, Citibank, and Verizon.