Geoff Lancaster, PhD, FCIM, FLCC, is Professor of Marketing and Dean of Academic Studies at the London School of Commerce. He founded and chaired a corporate communications group of companies that received the Queen’s Award for Exporting, and has completed marketing consultancy projects for a number of blue chip international companies. His research interests are internal marketing, marketing communications, brand switching and application of marketing principles in developing countries. He has published over 100 academic refereed papers and over 50 marketing and research methods textbooks. As a Fellow of the Chartered Institute of Marketing, he was their Senior Examiner for 18 years, and was awarded a Fellowship of the London Chamber of Commerce and Industry for services to business education.