Raymond W. (Buddy) LaForge is the Brown-Forman Professor of Marketing at the University of Louisville. He is the founding Executive Editor of the MARKETING EDUCATION REVIEW; has co-authored MARKETING: PRINCIPLES & PERSPECTIVES (Fifth Edition), SALES MANAGEMENT: ANALYSIS AND DECISION MAKING (Seventh Edition), PROFESSIONAL SELLING: A TRUST-BASED APPROACH (Fifth Edition), THE PROFESSIONAL SELLING SKILLS WORKBOOK, STRATEGIC SALES LEADERSHIP: AND BREAKTHROUGH THINKING FOR BREAKTHROUGH RESULTS. His research is published in many journals, including the JOURNAL OF MARKETING, JOURNAL OF MARKETING RESEARCH, DECISION SCIENCES, and JOURNAL OF THE ACADEMY OF MARKETING SCIENCE. LaForge has served on the… board of many organizations, including as Vice President/Marketing for the Academy of Business Education; Vice President of Marketing, Teaching, and Conferences for the American Marketing Association Academic Council; and as Chair and Vice Chair for Awards and Recognition for the American Marketing Association Sales Interest Group. He received the Outstanding Sales Scholar Award from Mu Kappa Tau at the National Conference in Sales Management and a Special Recognition Award from the American Marketing Association Sales Interest Group in 2005. He was selected as one of the Top Thirteen Faculty Favorites at the University of Louisville and received a Distinguished Scholar Award from the Research Symposium on Marketing and Entrepreneurship in 2006; the Distinguished Sales Educator Award from the University Sales Center Alliance and the Undergraduate Teaching Award from the College of Business in 2007; and the Outstanding Faculty Award from Beta Alpha Psi and a Faculty Favorite Award from the REACHAmbassadors in 2008. The Sales Program at the University of Louisville has been selected as a Top University Sales Education Program by the University Sales Education Foundation from 2007-2009.