Mike Reid is a senior lecturer in marketing communications at Monash University, Australia. His research interests extend to implementing IMC, the development and commercialisation of branded food and beverage products, and in consumer lifestyles and product choice. He has worked in the New Zealand meat industry, and as a marketing researcher and consultant for various organisations in both New Zealand and Australia. Recent publications have focused on IMC and brand-related performance, product adoption in fresh produce industries, wine- and food-related consumer lifestyles, benchmarking product development practices, and market orientation in the Australian food and wine industry.