xxxii Contributors
Financial Director of Sterling International). He then joined Cranfield School of Management and
progressed to Head of the Finance and Accounting Group and Director of the Research Centre in
Competitive Performance. His research interests are primarily in the fields of financial strategy,
strategic management accounting and accounting for marketing activities. He is the author of
Corporate Financial Strategy, Strategic Management Accounting, Financial Management for Service
CompaniesandFinancial Aspects of Marketing, as well as co-authoring Management Accounting for
Financial Decisions. He has also published numerous articles and contributed to several other books,
including as editor.
John Webbis currently the Director of the MSc in Marketing at Strathclyde University. After a first
degree in optics, and research into visual psychophysics, he was an arts administrator in the UK
and the USA for seven years. He read for an MBA in 1981 and was a freelance business consultant
for two years before joining the Department of Marketing at Strathclyde University as a Teaching
Company Associate. He was awarded his PhD in 1987 and appointed to a lectureship in the same
year. His research interests concern the role of technology in business administration, marketing
and the arts, and international marketing research. He has taught in Singapore, Hong Kong,
Malaysia, the Czech Republic, the People’s Republic of China, and France. He is the author of
Understanding and Designing Marketing Research.
Robin Wensleyis Professor of Strategic Management and Marketing and Deputy Dean at Warwick
Business School. He was Chair of the School from 1989 to 1994 and Chair of the Faculty of Social
Studies from 1997 to 1999. He was previously with RHM Foods, Tube Investments and London
Business School, and was visiting professor twice at UCLA and once at the University of Florida.
He is a Council member of the ESRC, having been a member of the Research Grants Board from
1991 to 1995. He is also Chair of the Council of the Tavistock Institute of Human Relations. His
research interests include the long-term evolution of competitive markets and structures, the
process of strategic decision making and the nature of sustainable advantages, and he has
published a number of books, most recently the Handbook of Marketing, and articles in the Harvard
Business Review, the Journal of Marketing and the Strategic Management Journal, and has worked
closely with other academics both in Europe and the USA. He is joint editor of the Journal of
Management Studiesand has twice won the annual Alpha Kappa Psi Award for the most influential
article in the US Journal of Marketing, as well as the Journal of Marketing Management Millennium
Article award.
Tony Yeshin, BSc(Econ), MCIM, is currently Senior Lecturer in Marketing at the University of
Greenwich, where he is also Programme Leader for the BA in Marketing Communications. Prior to
joining the University, his entire career was spent in the field of marketing communications,
predominantly within advertising and Sales Promotion. In 1972, with a colleague, he started a
company – The Above and Below Group – specifically designed to create integrated marketing
communications programmes for its diverse clients. Having worked on a wide range of both
domestic and international accounts, his practical experience of developing and implementing
marketing communications programmes is now combined with a solid academic background. He
is the author of several books. His first, Inside Advertising, was published by the professional body,
the Institute of Practitioners in Advertising. He is the co-author of the Chartered Institute of Marketing
Postgraduate Coursebook on Integrated Marketing Communications, and the author of the text Integrated
Marketing Communications: The Holistic Approach(Butterworth-Heinemann, 1998). He is currently
developing a series of titles covering individual areas of marketing communications activities.