About the author Ian Linton, a graduate of the University of Bristol, is a pro- fessional writer and marketing consultant, specialising in business-to-business communications and management books. He has more than thirty years' experience in the business and has handled a wide range of marketing and communications pro- grammes for international clients such as AT&T, Barclays Bank, BP Chemicals, Cisco, Dell, Ernst & Young, Ford, IBM, KPMG, Office of the Deputy Prime Minister, Shell, Siemens and Vauxhall. He is the author of more than twenty business books in the fields of marketing and customer service and has written a