Larry Chiagouris, M.B.A., Ph.D, is a Professor of Marketing at the Lubin School of Business at Pace University in New York City where he teaches marketing and survey research methods and is also a Principal in consulting firm BrandMarketing Services. He has been conducting marketing and research assignments for more than 30 years on behalf of Fortune 500 companies major law firms. He is Past Chairman of the Advertising Research Foundation and currently serves on the editorial review board of the Journal of Advertising Research. Dr. Chiagouris is a rare combination of an expert who has both substantial experience as an accomplished and highly published academician and as a senior executive. Particular expertise related to intellectual property, consumer fraud, trade secrets, advertising/branding, Internet/eCommerce and direct marketing, contract disputes involving marketing issues, and market/survey research issues. He has been called a “branding guru” and "consumer behavior expert" by the media and one of the best and brightest researchers. His significant business experience in several industry sectors combined with his senior status within the academic community produces the clarity required in explaining difficult concepts and theories to people not familiar with marketing, consumer behavior and related research concepts and practices.