Pierre Volle, PhD. is a Professor at Dauphine (Université Paris-Dauphine PSL*), co-director of the Consulting & Research track in the Master in Marketing & Strategy program. He co-authored several books, including Customer Relationship Management (5th edition, 2018), E-Commerce (3rd edition, 2014), Digital Marketing (1st edition, 2014) and Customer Strategy (2012) and published more than forty scientific papers. Pierre Volle is a member of DRM (Dauphine Research in Management), a CNRS research unit in which he supervised more than 20 doctoral theses and founded the Center for Customer Management (CCM) in 2011. He was the marketing manager for a subsidiary of the Savencia group in the United Kingdom, editor-in-chief of Décisions Marketing (one of the two academic journals of the French Marketing Association), director of the CEFAG (European Center for Advanced Training in Management, an activity of the FNEGE) and president of the French Marketing Association. He was Director of communications for Dauphine, Vice-President of the board of directors, and head of the Marketing & Strategy department. He also directed several programs (Master in Retailing & Customer management, Master in Management, and Executive Doctorate in Business Administration). His areas of expertise relate to customer management, marketing capabilities and the history of marketing.