Harald Hruschka is Chaired Professor of Marketing at the University of Regensburg, Germany. He has published work on cluster–based market segmentation, sales and marker share modelling, consumer choice, pricing, catalogue allocation and advertising response. His current research interests include semiparametric models, neural nets and Bayesian approaches. His work has appeared in journals such as Marketing Letters, European Journal of Operational Research, International Journal of Marketing, Journal of Retailing and Consumer Services, OR Spectrum, Journal of Advertising Research and Journal of Business Research.