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Contemporary Strategic Marketing

Second edition

by Ross Brennan, Paul Baines, Paul Garneau and Lynn Vos

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’sresearch 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.