John F. (Jeff) Tanner Jr., PhD, is professor of marketing and the executive director of Baylor University's Business Collaboratory. He joined the faculty at Baylor in 1988, upon completing his PhD at the University of Georgia. He has published over 70 scientific research articles and presented over 200 conference papers or posters. His work has appeared in the Journal of Marketing, Journal of the Academy of Marketing Science, and the Journal of Business Research, and he is author or coauthor of 15 books, including the leading sales text Selling: Building Partnerships (9th ed., McGraw-Hill, 2014) and Principles of Marketing: How Marketing Gets Done (2nd ed., Flat World Knowledge, 2011). An active consultant to companies such as IBM, Pearson–Prentice Hall, and Cabela's, as well as the federal government, he also serves on the board of directors of several companies and nonprofits. He and his wife, Karen, breed and race thoroughbred horses at Jett Creek Farm.