Manfred Krafft is Professor and Director of the Institute of Marketing at the Westphalian Wilhelms University of Muenster in Germany since 2003. Postdoctoral, he was employed as Assistant Professor of Marketing at the Institute of Marketing, University of Kiel. After finishing his Habilitation (2nd dissertation) with a thesis on “Customer retention and customer value” in 1999, he was endowed the Otto Beisheim Chair of Marketing at the Koblenz Graduate School Management in Germany. His main research interests focus on topics related to customer relationship management, direct marketing and sales management. His research has appeared in the Journal of Marketing, Marketing Science, Journal of Marketing Research, International Journal of Research in Marketing and Interfaces.