Tim Ambler is Senior Fellow at the London Business School. His research covers international marketing and the measurement of brand equity, marketing and advertising performance. His books include Marketing and the Bottom Line: The New Metrics of Corporate Wealth (2000), Doing business in China (2000), The SILK Road to International Marketing (2000) and Marketing from Advertising to Zen (1996). He has published in the Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, Journal of Advertising Research and International Journal of Advertising. He was previously joint Managing Director of International Distillers and Vintners which is now part of Diageo plc.