About the Author William M. Pride is professor of marketing, Mays Business School at Texas A&M University. He received his PhD from Louisiana State University. He is the author of Cengage Learning's Marketing, 15th edition, and a market leader. Dr. Pride's research interests are in advertising, promotion, and distribution channels. Dr. Pride's research articles have appeared in major journals in the fields of advertising and marketing, such as Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, and the Journal of Advertising. Dr. Pride is a member of the American Marketing Association, Academy of Marketing Science, Association of Collegiate Marketing Educators, Society for Marketing Advances, and the Marketing Management Association. Dr. Pride has taught principles of marketing and other marketing courses for more than 30 years at both the undergraduate and graduate levels.