Marketing Book

Contributors
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responsible for Executive Development Programmes. His interests in marketing and logistics
strategy are reflected in his consultancy and management development activities. In this connection
he has worked for major international companies in North America, Europe, the Far East and
Australasia. In addition, he is a non-executive director of a number of companies. As an author, he
has written numerous books and articles and is on the editorial advisory board of a number of
professional journals in the marketing and logistics area. He is co-editor of The International Journal
of Logistics Management and his recent books have focused upon relationship marketing, customer
service and logistics strategy. He has held appointments as Visiting Professor at the University of
British Columbia, Canada, the University of New South Wales, Australia and the University of
South Florida, USA. Professor Christopher is a Fellow of the Chartered Institute of Marketing and
of the Institute of Logistics Management, on whose Council he sits. In 1987 he was awarded the Sir
Robert Lawrence medal of the Institute of Logistics and Distribution Management for his
contribution to the development of logistics education in Great Britain.
Keith Crosier, BSc, MSc, DipCAM is Honorary Research Fellow in the Department of Marketing at
the University of Strathclyde, where he was previously Director of the Honours Programme and
Director of Teaching. After a degree in earth sciences, he unaccountably embarked on a career in
marketing communications, starting as a copywriter in the in-house promotional unit of a
multinational pharmaceutical company. After seven years with various responsibilities for
advertising, publicity and sales promotion with Olivetti in London and New York, he came home to
spend two years as executive assistant to the managing director of a small, family-owned electronic
engineering firm. A mid-career master’s degree in management studies at Durham University
Business School converted him to academe, first as Director of the Diploma in Management Studies at
what is now Teesside University. Moving to Strathclyde as a Research Fellow, studying the consumer
movement, he stayed on to lecture in his managerial specialism. Periodic consultancy and four years
as a monthly columnist for a Scottish professional magazine kept him in touch with developments in
the marketing communications business. During the early nineties, he experienced as a regular
visiting lecturer the excitement and challenges attending the emergence of organized management
education in Poland. He was until 1998 Vice Chairman of the Marketing Education Group, now the
Academy of Marketing. He is Assistant Editor of Marketing Intelligence and Planning.
Leslie de Chernatony, BSc, PhD, FCIM, FMRS is Professor of Brand Marketing and Director of the
Centre for Research in Brand Marketing at the Birmingham Business School, The University of
Birmingham. After a career in the marketing departments of a few blue chip organizations he
completed his doctorate in brand marketing which laid the foundations for his research focus. With
a substantial number of publications on brand management in American and European journals,
Leslie is a regular presenter at international conferences. His papers have won best paper awards
in journals and at conferences. He has several books on brand management, the two most recent
being Creating Powerful Brands and From Brand Vision to Brand Evaluation, both published by
Butterworth–Heinemann. Winning several major research grants has helped support his research
into factors associated with high performance brands and also strategies for succeeding with
services brands. Leslie was Visiting Professor at Madrid Business School and is currently Visiting
Professor at Thammasat University, Bangkok and Lugano University, Switzerland. He sits on the
editorial boards of several scholarly journals. A firm believer of the importance of research having
applied value, he acts as an international consultant to organizations seeking more effective brand
strategies and has run numerous acclaimed branding seminars throughout Europe, Asia, the Far
East and North America.