Martin Christopher is Professor of Marketing and Logistics at Cranfield School of Management. His work in the field of logistics and supply chain management has gained international recognition. He has published widely and his recent books include Logistics and Supply Chain Management and Marketing Logistics. Martin is also co-editor of the International Journal of Logistics Management and is a regular contributor to conferences and workshops worldwide. He is an Emeritus Fellow of the Institute of Logistics on whose Council he sits. He has been awarded the Sir Robert Lawrence Gold Medal for his contribution to logistics education.