Paul W. Farris is the Landmark Communications Professor of Business at the University of Virginia's Darden Graduate School of Business Administration. Professor Farris has undergraduate degrees from the University of Missouri, an MBA from the University of Washington, and his doctorate is from Harvard University. He taught at the Harvard Business School before his appointment at the University of Virginia. He has worked in marketing management for UNILEVER, Germany and in account management for the LINTAS advertising agency. Professor Farris' general research focus is in the area of marketing productivity and budgeting. His work has been published in six books and over seventy articles. Those articles have appeared in professional journals such as The Harvard Business Review, Journal of Marketing, Marketing Science, Management Science, Decision Sciences, Journal of Advertising Research, Journal of Retailing, Journal of the Academy of Marketing Science, and the Sloan Management Review. Professor Farris' has co-authored award-winning articles on retailer power, marketing strategy, and advertising testing. He is a current or past member of the editorial boards for the Journal of Marketing, the Journal of Retailing, Marketing - a Journal of Research and Management, the International Journal of Advertising, and also served as an Academic Trustee of the Marketing Science Institute. Professor Farris' current research is focused on building coherent systems for integrating financial and marketing metrics. Marketing Metrics: 50+ Metrics Every Executive Should Master, was selected by Strategy + Business, as "2006 Marketing Book of the Year."Professor Farris has consulted and taught executive education programs for many international companies and has provided expert witness testimony in a number of lawsuit involving marketing practices. Professor Farris has served as a director on the boards of retailers, manufacturers, and software companies. Currently, he serves on the board of Sto Corp.