About the Authors
Leonard M. Lodish, Ph.D., is Samuel R. Harrell Professor of Marketing and Vice Dean, Wharton West. He is co-founder and Chair of Wharton’s Global Consulting Practicum, and innovator of Wharton’s MBA Entrepreneurial Marketing course. His research specialties include marketing decision support systems, marketing experimentation, and entrepreneurial marketing. He has consulted with clients ranging from Procter & Gamble and Anheuser Busch to Tropicana and Conagra.
Howard L. Morgan is Vice Chairman of idealab!, the pioneering Internet incubator; and President and founder of the First Round Capital, a consulting and venture capital investment firm. He has served as Professor of Decision Sciences at The Wharton School and Professor ...
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