Prof. Adrian Palmer Swansea University, UK

Adrian Palmer is Professor of Marketing at Swansea University. His first career was in tourism marketing and management. Since joining academia, he has researched and published extensively on the subject of services marketing and the efforts of service organisations to create memorable experiences. His book "Principles of Services Marketing", now... read morein its sixth edition, is widely used throughout the world to provide a grounding in the challenges and opportunities of marketing services. Recent research has focused on experiential aspects of service consumption, within private and public sectors. A recent article in Journal of Services Marketing provided a basis for defining customer experience, and this has been followed through with further published research specifically within the higher education sector.