Roland T RustRoland T. Rust holds the David Bruce Smith Chair in Marketing at the Robert H. Smith School of Business at the University of Maryland, where he is Chair of the Marketing Department and directs the Center for e-Service. His lifetime achievement hoors include the American Marketing Association's Gilbert A. Churchill Award for contributions to marketing research, the Outstanding Contributions to Research in Advertising award from the American Academy of Advertising, the AMA's Career Contributions to the Services Discipline Award, Fellow of the American Statistical Association, and the Henry Latané Distinguished Doctoral Alumnus Award from the University of North Carolina at Chapel Hill. He has won best article awards for articles in Marketing Science, Journal of Marketing Research, Journal of Marketing (twice), Journal of Advertising, and Journal of Retailing, as well as MSI's Robert D. Buzzell Best Paper Award (twice). His book, Driving Customer Equity (written with Valarie Zeithaml and Katherine Lemon) won the 2002 Berry-AMA Book Prize for the best marketing book of the previous three years. His work has received extensive media coverage, including a Business Week cover story and an appearance on ABC World News Tonight with Peter Jennings. He is the founder and Chair of the AMA Frontiers in Services Conference, and serves as founding Editor of the Journal of Service Research. Professor Rust also is an Area Editor at Marketing Science, and serves on the editorial review boards of the Journal of Marketing Research, Journal of Marketing, and the Journal of Interactive Marketing. He has consulted with many leading companies worldwide, including such companies as American Airlines, AT&T, Chase Manhattan Bank, Dow Chemical, DuPont, FedEx, IBM, Nortel, Procter & Gamble, Sears, Unilever, and USAA.