Mark Moon is an Associate Professor of Marketing at the University of Tennessee, Knoxville. He earned his Ph.D. from the University of North Carolina at Chapel Hill, and his MBA and BA degrees from the University of Michigan. Mark’s professional experience includes positions in sales and marketing with IBM and Xerox. He has been a member of UT’s sales forecasting research team since 1996, and since that time, has published numerous articles on best practices in forecasting. Mark has played a key role in Phase 4 of the Sales Forecasting Benchmarking Studies, and has worked with 23 different companies to audit their forecasting practices.