Roland T. Rust is Distinguished University Professor and David Bruce Smith Chair in Marketing at the Robert H. Smith School of Business at the University of Maryland, where he is founder and Executive Director of the Center for Excellence in Service. He is VP of Publications for the American Marketing Association, in charge of policy and editor selections for AMA’s five journals. A recent research.com study named him one of the top 100 “Best Scientists in Business and Management,” worldwide across all business disciplines, based on research impact.  His lifetime achievement honors include the AMA Irwin/McGraw-Hill Distinguished Marketing Educator Award, the EMAC Distinguished Marketing Scholar Award, Fellow of the INFORMS Society for Marketing Science, the Paul D. Converse Award, Fellow of the American Statistical Association, as well as the top career honors in service marketing, marketing research, marketing strategy, and advertising, and honorary doctorates in economics from the University of Neuchatel (Switzerland) and the Norwegian School of Economics. Awards for his publications include four best article awards from the Journal of Marketing, as well as the Berry/AMA Book Award for the best book in marketing.