Seth Werner is a Senior Lecturer in the Marketing Department at the Carlson School of Management at the University of Minnesota and is a frequent lecturer at the China Europe International Business School (CEIBS) in Shanghai, China. For the past twelve years he has been teaching primarily Marketing Management, Marketing Research and Pricing Strategy in undergraduate and MBA programs. Prior to working at the University of Minnesota, Seth worked as a Marketing Research Supervisor at Gatorade – a consumer packaged goods (fast moving consumer goods) firm that is the leader in the sports drink category in the U.S. market. Seth earned his BBA in Marketing from The George Washington University in Washington DC. His MS is from the AC Nielsen Center for Marketing Research at the University of Wisconsin School of Business in Madison, WI and his PhD at the University of Minnesota in the department of Organizational Leadership, Policy and Development.