MICHAEL A. MILGATE is CEO and managing director of a group of IT companies in Australia. He has worked with a number of national and international organizations as a marketing manager, business development manager or consultant in a variety of service, engineering, and technology-based industries. He has held a number of academic positions in management and marketing areas and currently holds master's degrees in commerce, in education, and in law, and a Ph.D. in marketing and international business. He is a fellow and Certified Practicing Marketer of the Australian Marketing Institute and a fellow and Chartered Marketer with the Chartered Institute of Marketing in the United Kingdom. This is his fourth book.