John A Scriven

The author has been a research fellow at South Bank Business School since January 1993, specializing in the study of brand performance measures and the effects of marketing inputs, particularly price and advertising. He has 20 years commercial experience in a series of marketing, market research and marketing planning positions with such major international corporations as United Biscuits, RJR/Nabisco and PepsiCo. Recent papers include 'How Consumers Respond to Price' and 'Brand Loyalty under the Microscope.'