Raymond W. (Buddy) LaForge

Co-Editor for the Selling and Sales Force Management Collection

Raymond W. (Buddy) LaForge is the Brown-Forman Professor of Marketing at the University of Louisville. His research is published in many journals to include the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Entrepreneurship: Theory and Practice, Journal of Personal Selling and Sales Management, and Decision Sciences. He has co-authored Marketing; Principles & Perspectives (5e), Sales Management: Analysis and Decision Making (8e), Professional Selling: A Trust-Based Approach (4e), SELL4, Strategic Sales Leadership: BREAKthrough Thinking for BREAKthrough Results, The Professional Selling Skills Workbook, and co-edited Emerging Trends in Sales Thought and Practice.

Buddy founded the Marketing Education Review in 1990, served as Editor and Executive Editor for 20 years, and donated the journal to the Society for Marketing Advances in 2010. He has served as VP of Teaching and Information Dissemination, VP of Marketing, and VP of Research and Conferences for the American Marketing Association Academic Council; the first Chair, Vice Chair for Awards and Recognition, and Chairperson for the DSEF Sales Dissertation Grants for the American Marketing Association Sales SIG; the Direct Selling Education Foundation Board of Directors and Academic Council; DuPont Corporate Marketing Faculty Advisory Team for the Sales Enhancement Process; Family Business Center Advisory Board; Strategic Planning Committee for the National Conference on Sales Management; and as President and on the Board of Directors of the Louisville Sales Club.

Buddy has received a number of awards to include the Outstanding Sales Scholar Award from Mu Kappa Tau, Special Recognition Award from the American Marketing Association Sales SIG, Top Thirteen Faculty Favorites at the University of Louisville, Distinguished Scholar Award from the Research Symposium on Marketing and Entrepreneurship, Distinguished Sales Educator Award from the University Sales Center Alliance, Undergraduate Teaching Award from the College of Business, Faculty Favorite Award from REACH Ambassadors, Beta Alpha Psi Outstanding College of Business Faculty Award, James M. Comer Award from the Journal of Personal Selling and Sales Management, Gerald E. Hills Best Paper Award from the American Marketing Association Entrepreneurial Marketing SIG, Sales Excellence Award from Louisville Sales Leaders, and the Lifetime Achievement Award from the American Marketing Association Sales SIG. The Sales Program at the University of Louisville has been selected as a Top University Sales Education Program by the University Sales Education Foundation in 2007, 2008, 2009, 2010, 2011, and 2012. Click here to contact Buddy.