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xi about the author Patricia Sorce is currently co-director of the Printing Industry Center at RIT and administrative chair of the RIT School of Print Media. She teaches in the areas of marketing research, buyer behavior, and database marketing. Her current research is focused on the topics of relationship marketing and the factors that impact the demand for data-driven print. She earned a Ph.D. in cognitive psychology from the University of Massachusetts . She has published in refereed marketing, management, and psychology journals. These publications have spanned a wide range of topics including basic research in psychology, marketing segmentation analysis, and most recently, Internet buying behavior and relationship marketing. Before her appointment as co-director of the Printing Industry Center, she served as associate dean of the RIT College of Business from 1996 through 2001. ...

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