ALLAN C. REDDY is Professor of Marketing in the College of Business Administration, Valdosta (Georgia) State University. With more than 70 articles published in the academic journals and business media, Dr. Reddy's special expertise is in the field of economic growth and the uses of the behavioral approach. Among his books are two published by Quorum: Total Quality Marketing: The Key to Regaining Market Shares (1994) and Marketing and Economic Development (1993), with David Campbell.