Douglas J. Dalrymple is Professor of Marketing in the School of Business at Indiana University. He received his DBA degree in marketing from Michigan State University and his MS and BS degrees from Cornell University. Professor Dalrymple has taught at the University of California, Los Angeles, the Georgia Institute of Technology, the University of San Diego, and the University of North Carolina, Greensboro. His research emphasizes forecasting and sales force issues, and he regularly teaches sales management and marketing management courses. Publications in which his articles have appeared include Journal of Personal Selling & Sales Management, Decision Sciences, Industrial Marketing Management, International Journal of Forecasting, Journal of Business Research, Business Horizons, California Management Review, and Applied Economics. Professor Dalrymple is the coauthor of Marketing Management, and coauthor of Retailing: An Economic View and Retail Management Cases. Professor Dalrymple is a member of the American Marketing Association and the Institute of Management Science.