Arch WoodsideARCH G. WOODSIDE is Malcolm W. Woldenburg Professor of Marketing, Freeman School of Business, Tulane University. Editor of the Journal of Business Research and of the book series Advances in Business Marketing and Purchasing, he is past presidnt of the Consumer Psychology Division of the American Psychological Association. His publications on advertising effectiveness and marketing strategy have appeared in more than 30 scholarly and applied journals in North America and Europe. He is also coeditor with Robert E. Pitts, of Creating and Managing International Joint Ventures (Quorum, 1995). Read More Read Less