Lerzan Aksoy is associate dean of undergraduate studies and strategic initiatives and professor
of marketing at Fordham University’s Gabelli School of Business. She co-authored or edited five books. Her most recent book, The Wallet Allocation Rule, is a New York Times and USA Today bestseller. Lerzan’s research has received more than a dozen prestigious scientific awards. She is associate editor for the Journal of Service Research, currently serves on the Board of Trustees of Marketing Edge, and is a member of the Academic Council of the AMA. Prior to joining Fordham, she was associate professor at Koc University, Istanbul-Turkey.