Michael J. Baker is Foundation Professor of Marketing at the University of Strathclyde. Following six years of industrial experience he took up a career in teaching and was sent to the Harvard Business School as a Foundation for Management Education Scholar. Appointed to the Faculty he taught the Creative Marketing Strategy course. At Strathclyde he has acted as Dean of the Business School, Chairman of the Graduate Business School, and Deputy Principal of the University (1984-91). The author/editor of over 30 books on marketing, he has served on the boards of numerous companies and worked with leading international firms such as Citibank, Dow, Honeywell, IBM and ICI. Part 2 has been adapted from The Company AuditGuide published by Cambridge Strategy Publications Ltd. Part 3 has been developed by Cambridge Strategy Publications Ltd.