The Author

Gerard J. Tellis, PhD, is professor of Marketing, Management, and Organization, Neely Chair of American Enterprise, and director of the Center for Global Innovation at the Marshall School of Business, the University of Southern California.

Dr. Tellis is an expert in innovation, new product growth, global market entry, advertising, and quality. He has published four books and over a hundred papers (http://www.gtellis.net) that have won over twenty awards, including the Frank M. Bass, William F. Odell, Harold D. Maynard (twice), and Paul D. Converse awards. Dr. Tellis has received three lifetime contribution awards for his work in marketing, marketing strategy, and pricing. He has been awarded three fellowships from the Institute for the Study of Business Markets, the INFORMS Society of Marketing Science, Sidney Sussex College, Cambridge University, United Kingdom. Tellis is a Distinguished Chair in Marketing Research, Erasmus University, Rotterdam and a Senior Research Associate at the Judge Business School, Cambridge University, United Kingdom. He is an associate editor of Marketing Science and Journal of Marketing Research and has been on the editorial review boards of the Journal of Marketing Research, Journal of Marketing, and Marketing Science for several years. He was a trustee of the Marketing Science Institute and a sales development manager for Johnson & Johnson.

Dr. Tellis has served as a an expert witness or consultant for the Security and Exchange Commission (SEC), Coca-Cola Company, Procter and Gamble, Whirlpool, and other corporations. He has made over a hundred presentations at business and academic conferences, including many keynote addresses.

His book Will and Vision: How Latecomers Grow to Dominate Markets (coauthored with Peter Golder; McGraw-Hill) was cited as one of the top ten books in business by the Harvard Business Review and was the winner of the American Marketing Association Berry Award for the best book in marketing over the last three years. His book Effective Advertising: How, When, and Why Advertising Works summarizes almost fifty years of research on advertising effectiveness. It was twice nominated for the AMA/Berry Award for best book in marketing.