Tony Gao, Ph.D., is an associate professor in the Department of Marketing, Entrepreneurship, and Innovation, the Manning School of Business, University of Massachusetts Lowell. He conducts research on the management of customer relationships, marketing innovations, and international marketing. He has published in Journal of Business Research, Journal of Business Ethics, Journal of Interactive Marketing, Journal of Service Research, among other journals. A recent teaching innovation Tony has embraced in recent years is the integration of the Salesforce CRM (Customer Relationship Management) system into his classes. Tony has gone through extensive Salesforce CRM training himself and has become a certified Salesforce Fundamentals Educator and a Certified Salesforce Administrator.