Colin Gilligan is Professor of Marketing at Sheffield Business School. He is the author of books on advertising, business decision making, international marketing, marketing for the professions and strategic marketing management and, most recently, strategic planning. Over the past ten years, he has acted as a consultant to a wide variety of organizations, including numerous professional practices. Robin Lowe is Senior Lecturer in Marketing and Head of the Small Business Research Unit at Sheffield Business School. He has 25 years experience in management and consultancy in both large and small organizations. He is the author of books on international marketing and, with Colin Gilligan, marketing for the professions.