Christopher West is Managing Director of London-based Marketing Intelligence Services Ltd. He has a broad range of experience in the analysis of all types of markets, but has spent most of his career working on projects in the industrial, commercial, professional and institutional sectors. Prior to MIS he worked for Shell International in the Supply and Planning department, Eurofinance, a Paris-based financial and economic consultancy, and Industrial Market Research Ltd, a subsidiary of the AGB Research Group. He has written and lectured extensively on marketing subjects. He has edited two books (Marketing on a Small Budget andInflation - A guide to Management Survival), he contributed to the market research chapter to the Encyclopaedia of Marketing, and has had articles published in the Harvard Business Review ("The Marketing of Unmentionables") and the Business Strategy Review ("Permissive Marketing").