Mark A. Moon is an Associate Professor of Marketing at the University of Tennessee, Knoxville. Prior to joining the UT faculty in 1993, Dr. Moon earned his Ph.D. from the University of North Carolina at Chapel Hill. He also holds MBA and BA degrees from the University of Michigan in Ann Arbor. Dr. Moon’s professional experience includes positions in sales and marketing with IBM and Xerox. He teaches at the undergraduate, MBA, and Executive MBA levels, and teaches Demand Planning, Forecasting, and Marketing Strategy in numerous Executive Programs offered at the University of Tennessee’s Center for Executive Education. Dr. Moon’s primary research interests are in buyer/seller relationships, demand management, and sales forecasting. He has published in the International Journal of Forecasting, Supply Chain Management Review, Journal of Personal Selling and Sales Management, Journal of Business Forecasting, Journal of Marketing Education, Marketing Education Review, Business Horizons, Industrial Marketing Management, and several national conference proceedings. Dr. Moon is also the author, along with Dr. John T. (Tom) Mentzer of Sales Forecasting Management: A Demand Management Approach, available from Sage Publications. He has consulted with numerous companies including Eastman Chemical, Hershey Foods, Lucent Technologies, DuPont, Union Pacific Railroad, Motorola, Sony, and Sara Lee.