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Peter S. Fader is the Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania. His expertise centers around the analysis of behavioral data to understand and forecast customer shopping/purchasing activities. Professor Fader believes that marketing should not be viewed as a soft discipline, and he frequently works with different companies and industry associations to improve managerial perspectives in this regard. His work has been published in (and he serves on the editorial boards of) a number of leading journals in marketing, statistics, and the management sciences. He has won many awards for his teaching and research accomplishments. He was recently named as the winner of the 2007 Robert B. Clarke Outstanding Educator Award, given by the Direct Marketing Educational Foundation to honor an academic’s overall achievement in direct/interactive marketing. | 