Frank Auton is Senior Lecturer in Marketing at Westminster University Business School. He is also Managing Director of Autonomy Consulting Ltd, specialising in healthcare. Prior to joining Westminster Business School in 2003 he spent 25 years in industry in marketing and general management positions in both consumer healthcare products and pharmaceuticals. He was most recently Vice President Europe Region for SmithKline Beecham Pharmaceuticals and General Manager International and Global Marketing Director for Nelsons – the largest and longest established UK company in homeopathy and complementary medicine. He is a Fellow of the Marketing Society.