Dr. Henry Assael is the Professor of Marketing at the Leonard N. Stern School of Business at New York University. He earned his bachelor’s degree in economics from Harvard University, his MBA in marketing from the University of Pennsylvania, and his Ph.D. in marketing and economics from Columbia University. His research has primarily focused on market segmentation, advertising evaluation, and survey research methods. He has edited a thirty-three volume series on the history of marketing and a thirty volume series on the history of advertising. He is the author of three books, Consumer Behavior: A Strategic Approach, Marketing: Principles and Strategy, and Marketing Management: Strategy and Action.