Martin Evans is Senior Fellow at Cardiff Business School. He previously held posts at the Universities of Portsmouth, Glamorgan and West of England. His industrial experience waswith Hawker Siddeley and then as a consultant to a variety of organisations over the 25 years. His specialist areas include marketing research and information, consumer behaviour and direct marketing and he has published extensively, mostly in these areas. He is an academic prize winner at the International Marketing Communications Conference, the Academy of Marketing and Institute of Direct Marketing.