Nnamdi O. Madichie is Professor of Marketing at the Unizik Business School, Nnamdi Azikiwe University, Awka, Nigeria. He is also Research Fellow at the Bloomsbury Institute in London. Professor Madichie is a Fellow of both the Chartered Institute of Marketing (FCIM) and the Chartered Management Institute (FCMI) — both of which demonstrate his recognition by UK professional bodies of international repute. He is also a Senior Fellow of the Higher Education Academy (SHEA) of England & Wales. He can be contacted at: [email protected]