This volume includes Professor Don Lehmann’s contribution to measurement, models, and metrics. It is apparent that the methods area in marketing has experienced fast growth and offers opportunities in measurement, modeling techniques, marketing metrics, and providing the overall value of marketing information to consumers and firms alike. Professor Don Lehmann has done extensive research on marketing methods both at the consumer level and at the firm level. He has proposed different empirical and analytical models on marketing metrics, marketing models, and marketing measurement, particularly in communication, advertising elasticity, price elasticity, price discounts, customer expectation management, firm performance drivers, customer experience, and customer loyalty.