xxviii Contributors
Sheena Leekis a Research Associate at Birmingham Business School. She is currently working with
Peter W. Turnbull on an international business-to-business marketing project examining how
changes in the environment have affected business relationships. In particular, she is interested in
the effect of information technology on interactions between companies.
Lynn MacFadyenis Senior Researcher in the Cancer Research UK-Funded Centre for Tobacco
Control Research at the University of Strathclyde. Her PhD examined the influence of tobacco
marketing communications on young people’s smoking behaviour. Her main research interests are
social marketing and societal marketing issues, particularly the marketing activities of the tobacco
industry. She is also interested in tobacco control and smoking cessation and prevention initiatives,
and has published widely in tobacco control journals.
Graeme McCorkellhas introduced direct marketing to many organizations, including Abbey
National, Volvo and P&O, as well as assisting past masters such as the AA, American Express, the
Consumers Association, GUS and Newsweek. Until 1995, Graeme was the Chariman of the Institute
of Direct Marketing. He is an independent direct marketing consultant and is the author of
Advertising that Pulls Response (McGraw-Hill, 1990) and Direct and Database Marketing (Kogan Page,
1997).
Malcolm McDonald, MA(Oxon), MSc, PhD, DLitt, FCIM, FRSA is Professor of Marketing and
Deputy Director of the Cranfield School of Management. He is a graduate in English Language and
Literature from Oxford University, in Business Studies from Bradford University Management
Centre, has a PhD from Cranfield University and an honorary Doctorate of Letters from Bradford
University. He has extensive industrial experience, including a number of years as Marketing
Director of Canada Dry. During the past twenty years he has run seminars and workshops on
marketing planning in the UK, Europe, India, the Far East, Australasia and the USA. He has written
thirty-seven books, including the best-seller Marketing Plans: How to Prepare Them, How to Use Them
(Butterworth-Heinemann, fifth edition, 2002) and many of his papers have been published. His
current interests centre around IT in marketing, the development of expert systems in marketing,
and key account management.
Peter J. McGoldrickis the Professor of Retailing in the Manchester School of Management at
UMIST. He has authored, edited or co-edited over 200 books, chapters and articles on aspects of
retail strategy or consumer behaviour. He is the UMIST Director of the International Centre for
Retail Studies. A major research interest has been the area of retail pricing with grants from the
ESRC and the Office of Fair Trading. An extension of this work has been the measurement of how
shoppers judge value, supported by a series of grants from the Department of Trade and Industry.
Another major theme is electronic service delivery systems, work funded by EPSRC, DTI, BA, BT
and Microsoft. He is Director of the Manchester Retail Research Forum, comprising senior
executives or directors from 16 blue chip companies – they help establish the research agenda for
the Centre, as well as sponsoring and facilitating a range of studies into key areas of retailing
strategy.
Arthur Meidan, BSc(Econ), MBA, PhD, FCIM was Professor of Marketing at the School of
Management, University of Sheffield. He has spent over twenty-five years in management teaching,
instructing, consulting and researching. He is the author of many articles, monographs and
textbooks including The Appraisal of Managerial Performance(American Marketing Association,