Professor Adrian Payne has practical experience in marketing, market research, corporate planning and general management. His previous appointments include positions as Chief Executive for a manufacturing company and senior appointments in strategic planning and marketing. He has worked widely in the IT, financial services, professional services, telecoms and utilities sectors He has also worked with many manufacturing firms and government departments. An internationally recognised authority and author on CRM, Relationship Marketing, Customer Serevice and Marketing Strategy. He has acted as an advisor, consultant and educator to numerous leading organisations. He is Professor of Marketing in the Australian School of Business at the University of New South Wales in Sydney, Australia and visiting Professor at Cranfield University in the UK He is Chairman of the Advisory Board of Vectia Ltd, a leading European consulting firm and Chairman of Brand Finance Aust Pty Ltd. His academic roles have included positions as: Academic Leader of the Marketing Group, Professor of Services & Relationship Marketing and Director of the Centre for Customer Relationship Management at the Cranfield School of Management, Cranfield University, Visiting Professor at the Scandinavian Institute for Management Studies and Commonwealth Bank Visiting Professor at Deakin University in Australia. He is a frequent keynote speaker at public and in-company seminars and conferences around the world. He specialises in addresses, workshops and executive programmes in Marketing Strategy, CRM, Customer Retention and Customer Service. He is author of 14 books including the first text to be published on Relationship Marketing (Butterworth Heinemann, 1991). His other books include Relationship Marketing: Strategy and Implementation, (Butterworth-Heinemann, 1999, Advances in Relationship Marketing, (Kogan Page, 1995), Relationship Marketing for Competitive Advantage, (Butterworth-Heinemann, 1995) and The Essence of Services Marketing (Prentice Hall, 1993). His most recent books are The Handbook of CRM: Achieving Excellence in Customer Management (Elsevier Butterworth Heinemann, 2006) and Marketing Planning for Service Businesses, (Elsevier Butterworth Heinemann, 2006). His innovative research is published in many journals including: the Journal of Marketing, Journal of the Academy of Marketing Science, Jouirnal of Business Research, Journal of Marketing Management, Long Range Planning, Industrial Marketing Management, European Journal of Marketing, Business Horizons, British Journal of Management, Journal of Customer Loyalty and Journal of Strategic Marketing. He has been an invited presenter at many universities and institutions around the world including: Northwestern University, Darden School - University of Virginia, INSEAD, IMD, London Business School, Oxford University and Cambridge University.