Betsy Gelb is the Marvin Hurley Professor of Marketing & Entrepreneurship in the Bauer College of Business at the University of Houston. Her Ph.D. is from the University of Houston, in Management. She teaches the course “Books an MBA Should Read,” and also “Communication of Academic Research” for doctoral students college-wide. Current research interests involve trademark/trade dress issues and other areas where marketing and legal issues meet, sales, health care marketing, and advertising. She is co-author of the books: Marketing is Everybody’s Business, Insights for Marketing Management, and Research at the Top: Better Data for Organizational Policy-Making. She has published in California Management Review, Harvard Business Review, MIT Sloan Management Review, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Rutgers Business Review, and a wide range of other journals.