James W. Peltier is the Arno Kleimehnagen Professor in Marketing at the University of Wisconsin–Whitewater. He has written award–winning articles on database marketing and the integration of psychographics into new media strategies. In 2001 he received the Robert C. Clarke Outstanding Educator by the DMEF and sits on its Board of Trustees. He has published in the Journal of Advertising Research, Journal of Interactive Marketing, Journal of Direct Marketing among many others.