About the Authors

PHILIP KOTLER is S. 0. Johnson & Son Distinguished Professor of International Marketing at the J. L. Kellogg Graduate School of Management. Northwestern University, lie received his master's degree at the University of Chicago and his PhD at MIT, both in Economics. Dr Kotler is author of Marketing Management: Analysis, Planning, Implementation and Control (Prentice Hall). He has authored several other successful books and he has written over 100 articles for leading journals. He is the only three-time winner of the Alpha Kappa Psi award for the best annual article in the Journal of Marketing. Dr Kotler's numerous major honours include the Paul D. Converse Award given by the American Marketing Association to honour 'outstanding contributions to the science of marketing' and the Stuart Henderson Britt Award as Marketer of the Year. In 1985, he was named the first recipient of two major awards: the Distinguished Marketing Educator of the Year Award, given by the American Marketing Association and the Philip Kotler Award for Excellence in Health Care Marketing. Dr Kotler has served as a director of the American Marketing Association. He has consulted with many major US and foreign companies on marketing strategy.

GARY ARMSTRONG is Professor and Chair of Marketing in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill, He received his PhD in marketing from Northwestern University. Dr Armstrong has contributed numerous articles to leading research journals and consulted with many companies on marketing strategy. But Dr Armstrong's first love is teaching. He has been very active in Kenan-Flagler's undergraduate business programme and he has received several campus-wide and business schools teaching awards. He is the only repeat recipient of the School's highly regarded Award for Excellence in Undergraduate Teaching, which he won for the third time in 1993.

JOHN SAUNDERS Bachelor of Science (Loughborougb), Master of Business Administration (Cranfield), Doctor of Philosophy (Bradford), Fellow of the British Academy of Management, Fellow of the Chartered Institute of Marketing, Fellow of the Royal Society of Arts, is Professor of Marketing and Head ofAston Business Sclioot, Birmingham. Previously, he worked for the Universities of Loughborough, Warwick, Bradford, Huddersfield and Hawaii, for the Hawker Siddeley Group and British Aerospace. He is past editor of the International Journal of Research in Marketing, is an assistant editor of the British JournalofManagement, President of the European Marketing Academy, a member of the British Academy of Management's fellowship committee and the Chartered Institute of Marketing's. His publications include The Marketing Initiative, co-authorship of (Competitive Positioning and Principles of Marketing: the European Edition. He has published over sixty refereed journal articles including publications in the Journal of Marketing, Journal of Marketing Research. Marketing Science, International Journal of Research in Marketing, Journal of International Business Studies, Journal of Product Innovation Management and Journal of Business Research.

VERONICA WONG, BSc, MBA (Bradford), PhD (GNAA), FRSA is a Reader in marketing at Warwick Business School. Dr Wong was born in Malaysia where she studied until her first degree. She has also taught in Malaysia and worked for Ciba Geigy. Dr Wong has worked with a wide range of international firms and government bodies concerned with product innovation and its management, including Britain's Department of Trade and Industry (DTI) Innovation Advisory Unit. She wrote the DTI's manual on Identifying and Exploiting New Market Opportunities. She has also published over fifty papers in refereed conferences and journals, including the Journal of Internationa! Business Studies, the Journal of Product Innovation Management and the European Journal of Marketing,

'No profit grows where is no pleasure taken.'

WILLIAM SHAKESPEARE

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