ROY A. YOUNG is Vice President of Development for MarketingProfs and a coach to marketing executives. He formerly held high-level marketing and consulting positions with Time Inc., Yankelovich Partners, Inc., and the Los Angeles County Metropolitan Transportation Authority.

ALLEN M. WEISS, PHD, is Professor of Marketing at the University of Southern California's Marshall School of Business. He consults mainly with business-to-business organizations and is widely published in academic journals.

DAVID W. STEWART, PHD, is the Robert E. Brooker Professor of Marketing at USC's Marshall School of Business. A former editor of the Journal of Marketing, he is a marketing strategy advisor to Fortune 1000 companies.