Dr. Bruce Alford holds a Max P. Watson Jr. Endowed Professorship, is an associate professor of marketing, and is the marketing doctoral coordinator.  He received his Ph.D. from Louisiana State University.  He received an Emerald Management Reviews 2005 Citation of Excellence for the Journal of Retailing article “Can Retailers Get Higher Prices for End-of-Life Inventory Through Online Auctions.”  Awarded to the top 50 articles from Emerald’s article-review database of 15,000 articles.  He has received research awards from the Academy of Marketing Science (best-in-track 1996, M. Wayne Delozier best conference paper award 1996) and the Society for Marketing Advances (best-in-track 1996, 1998, 1999, 2001, 2005 and Fellows Best Theoretical Paper 1999).  He is a member of the editorial review boards for the Journal of Business Research and Journal of Marketing Theory and Practice.  He  was also co-editor of the measurement validation in marketing special issue of the Journal of Business Research(Vol. 57, No. 2, February 2004).  He received an outstanding reviewer award from the Journal of Marketing Theory and Practice for the period 2002-2005.  His current research interests are online auctions, reference prices, and measurement issues.  He has published in the Journal of Retailing, Journal of Business Research, Journal of Personal Selling and Sales Management, Journal of Product and Brand Management, Journal of Professional Services Marketing, Health Marketing Quarterly, Journal of Internet Commerce, Journal of Business Strategies, Journal of Applied Social Psychology, Academy of Marketing Studies Journal, Journal of Marketing Theory and Practice, Journal for the Advancement of Marketing Education, Journal of Global Business Managment, and Marketing Management Journal.