Mark Ritson is an Associate Professor of Marketing at Melbourne Business School. He has a PhD in Marketing from Lancaster University and has been a faculty member at some of the world's leading business schools teaching the marketing core and brand management on the MBA programs at London Business School, MIT Sloan, the University of Minnesota and Melbourne Business School. He is widely acknowledged as one of the world's best marketing instructors and has been the recipient of the Best Teacher Prize at LBS (2002), MIT (2009) and MBS (2008, 2009, 2010 & 2013). Mark has worked globally on projects ranging from brand strategy, market research, segmentation, CRM and brand extension. His clients have included Baxter, Loewe, McKinsey, PepsiCo, Subaru, Eli Lilly, Donna Karan, Johnson & Johnson, De Beers, Sephora, Benefit, Amgen, Ericsson, Cloudy Bay and WD40. For thirteen years - from 2002 to 2015 - he served as an in-house professor for LVMH - the world's largest luxury group - working with senior executives from brands like Louis Vuitton, Dom Perignon, Fendi, Tag Heuer, Dior and Hennessy. He continues to work with LVMH in Singapore at the Asia Luxury Brand Research Initiative - a joint venture with Singapore Management University. An avid writer on branding, Mark has written a weekly column on the topic in the UK for Marketing Week for over a decade. He has twice been awarded the Business Columnist of the Year at the PPA Press Awards, the highest award for magazine journalism in the UK, in both 2010 and 2013. His more scholarly publications include articles published in Sloan Management Review, the Harvard Business Review, the Journal of Advertising, and the Journal of Consumer Research. He was the recipient of the Ferber Award in 2000, one of the most prestigious prizes in Marketing, for his doctoral thesis on the social uses of advertising. In 2001 His co-authored research on pricing was cited by George Akerlof during his Nobel Prize acceptance speech.