Dr. George E. Belch George E. Belch is professor of marketing and senior associate dean of the Fowler College of Business at San Diego State University, where he teaches integrated marketing communications and strategic marketing. He received his PhD in marketing from the University of California, Los Angeles. Before entering academia, Dr. Belch was a marketing representative for the DuPont Company. He also worked as a research analyst for the DDB Worldwide advertising agency. Dr. Belch?s research interests are in the area of consumer processing of advertising information as well as managerial aspects of integrated marketing communications. He has authored or coauthored more than ?. articles in leading academic journals and proceedings, including the Journal of Marketing Research, Journal of Consumer Research, International Journal of Advertising, Journal of Promotion Management, Journal of Advertising, and Journal of Business Research. He also serves on the editorial review boards of the Journal of Advertising Research and the Journal of Marketing Education. In 2000, he was selected as Marketing Educator of the Year by the Marketing Educators? Association for his career achievements in teaching and research. He also received the Distinguished Faculty Member Award for the College of Business Administration at San Diego State University in 1994 and 2003. Dr. Michael A. Belch Michael (Mickey) A. Belch is professor emeritus of marketing at San Diego State University and is also director of the Centre for Integrated Marketing Communications at San Diego State. He received his undergraduate degree from Penn State University, his MBA from Drexel University, and his PhD from the University of Pittsburgh. Before entering academia he was employed by the General Foods Corporation as a marketing representative and has served as a consultant to numerous companies, including McDonald?s, Whirlpool Corporation, Senco Products, GTI Corporation, IVAC, May Companies, Phillips-Ramsey Advertising and Public Relations, and Daily & Associates Advertising. He has conducted seminars on integrated marketing and marketing management for a number of multinational companies and has also taught in executive education programs in France, Amsterdam, Spain, Chile, Peru, Argentina, Colombia, China, Slovenia, and Greece. Keyoor Purani Keyoor Purani is a Professor in the marketing area at Indian Institute of Management Kozhikode. He is an Engineer, MBA and PhD. Over the past more than twenty years, he has taught students in India, Sweden, Thailand and Ghana. Before entering academia, he spent about five years in the advertising industry handling campaigns for national brands. Dr. Purani has over 25 publications in academic journals including the European Journal of Marketing, Journal of Business Research, Journal of Brand Management Journal of Product and Brand Management and Journal of Services Marketing. He has been involved in a number of executive education programs and consulting projects for organizations such as Indian Society of Advertisers, Zee Telefilms, McCann World Group, Synovate Research, Emami, Murugappa Group, Muthoot Finance, LIC Housing Finance, Cadila Pharmaceuticals, Madhyamam Broadcasting, Kerala State Electricity Board, India Post and KCM Appliances among others. He has been the founding executive director of Laboratory for Innovation, Venturing and Entrepreneurship ? a center of excellence in innovation and entrepreneurship at IIM Kozhikode. Several startups have benefited from his mentorship and guidance.