Rene y DarmonRENE Y. DARMON is Professor of Marketing and Research Director at ESSEC, Cergy-Pontoise, France. He is co-author of some 14 books on marketing, advertising, and marketing research, and a widely published author of sales management research articles i such publications as Journal of Marketing Research, Journal of Marketing, Journal of Personal Selling and Sales Management, Industrial Marketing Management, Journal of the Academy of Marketing Science, and Journal of the Operational Research Society. Read More Read Less