About the Authors

Paul Baines is Programme Director of the M.Sc. in Strategic Marketing at

Cranfield University . He holds a Ph.D. in marketing from the University of

Manchester . Paul has published widely on the application of market

research and strategic marketing in political contexts, with market positioning

and segmentation as the key underlying dimensions. He is the only

member of the authorial team to have been skydiving.

Ross Brennan is Reader in Marketing at Middlesex University Business

School in London. He holds a Ph.D. in marketing from the University of

Manchester . His primary research interests lie in the fields of business-to-business

marketing and strategic marketing. Prior to his academic career,

Ross worked for 11 years in marketing and strategic planning positions in

the telecommunications industry. He is the only member of the authorial

team to have played chess against grand masters.

Paul Garneau is Senior Lecturer in Marketing at Middlesex University

Business School . He has extensive experience of marketing as an academic,

consultant and practitioner, both in the UK and in his native Canada. Paul’s

research interests lie in the fields of consumer behaviour and Internet

marketing strategy. He is the only member of the authorial team to have

built his own house on the shores of the Pacific and to have braved wild

brown bears while a supplier of specialist seafood to the citizens of

Vancouver , British Columbia .

Lynn Vos is Senior Lecturer in Marketing and Marketing Curriculum Leader

at Middlesex University Business School. She has gained practical marketing

experience in the tourism and financial service industries and, like Paul

Garneau, has taught marketing in both Canada and the UK. Lynn’s primary

research interests are in strategic marketing for complementary and alternative

medical practitioners and service quality in the higher education

sector. When not teaching or researching marketing, Lynn is most likely to

be found engrossed in a history book.