Betsy D. Gelb is a
professor in the department of marketing and entrepreneurship in the Bauer
College of Business at the University of Houston. She received her M.B.A. and
Ph.D. from the University of Houston. Her research interests include marketing
strategy and advertising. Her work has been published in such journals as the Harvard
Business Review, the Sloan Management
Review, the Journal of Marketing, the
Journal of Marketing Research, the Journal
of Advertising, and the Journal of
Advertising Research.