Marketing Book

Contributors
Sue Adkins is the director and founder of the Cause Related Marketing Campaign at Business in
the Community. Sue’s responsibility has been to define Cause Related Marketing and put it on the
map in the UK. Sue and the Business in the Community Cause Related Marketing Campaign is
acknowledged for having been fundamental in raising the awareness and understanding of Cause
Related Marketing leading to its development in the UK. Sue is recognised as an international
expert in this area and has spoken around the world at events ranging from national and
international conferences, to sharing platforms with Government ministers and lecturing at
universities and business schools, whilst acting as consultant to a variety of companies. She is the
author of Cause Related Marketing: Who Cares Wins (Butterworth-Heinemann, 1999) and has
contributed to numerous books and written hundreds of articles on the subject.
Before joining Business in the Community, Sue worked for Sampson Tyrrell (now Enterprise IG),
part of the WPP Group, and prior to this Sue was in marketing for InterCity, responsible for its
business products portfolio, and worked for Boots plc in both buying and marketing.
In her spare time, Sue is a school governor, the trustee of a charity and an obsessive Milliner.
Michael J. Baker, TD, BA, BSc(Econ), Cert ITP, DBA, Hon. LL.D., DipM, FCIM, FCAM, FRSA,
FSCOTVEC, FRSE, FAM is Emeritus Professor of Marketing at the University of Strathclyde where
he founded the Department of Marketing in 1971. He served as Dean of the Strathclyde Business
School from 1978 to 1984, Deputy Principal of the University from 1984 to 1991 and Senior Adviser
to the Principal 1991–1994. He has served as Chairman of SCOTBEC, the Chartered Institute of
Marketing and the Marketing Education Group, as a Governor of the CAM Foundation and
Member of the ESRC and UGC. He is the author/editor of more than twenty books of which the
best known are Marketing (Macmillan, 6th edition, 1996), Dictionary of Marketing and Advertising
(Macmillan, 3rd edition, 1998), and Marketing Strategy and Management (Macmillan, 3rd edition,
1999). A member of numerous editorial boards he was also the Founding Editor of the Journal of
Marketing Management. He has extensive international experience and has held Visiting Professorships
in Australia, Canada, Egypt, France, Hong Kong, New Zealand and Qatar as well as acting
as a consultant to numerous international companies.
Stephen Brown is Professor of Marketing Research at the University of Ulster. Best known for
Postmodern Marketing (1995), he has written or co-edited twelve other books, including Marketing
Apocalypse (1996), Postmodern Marketing Two (1998) and Marketing – The Retro Revolution (2001). His
articles have been published in the Journal of Marketing, Harvard Business Review, Journal of
Advertising, Business Horizons, Journal of Retailing, European Management Journal and many more.
David Carson is Professor of Marketing at the University of Ulster, Northern Ireland. His research
interests lie in marketing for SMEs and quality of marketing in service industries. He has published
widely in both of these areas. He has wide business experience both in consultancy and directorship
roles. He is joint editor of the European Journal of Marketing, a category one international academic