Dr Sally Dibb and Dr Lyndon Simkin are faculty members at one of the UK's top-rated university management centres, Warwick Business School, where they lecture in fundamentals of marketing, marketing strategy, buyer behaviour, marketing research and marketing communication. In addition to publishing widely on these topics in the UK/US journals and operating as consultants to a variety of blue-chip businessses, they are authors of The Marketing Casebook: Cases and Concepts (Routledge, 1994), The Market Segmentation Workbook and The Marketing Planning Workbook (both International Thomson Business Press, 1996), and the marketing textbook, Marketing: Concepts and Strategies (Houghton Mifflin, 1991, 1994, 1997).