Geoff Bick is a Professor of Marketing at the University of Cape Town Graduate School of Business. He holds a B.Sc (Eng) from UCT, a B.Com from UNISA, and after working as an engineer went to the USA where he completed an MBA at the University of California, Berkeley. He later did his doctorate at the University of Johannesburg, in the field of Customer Equity, the lifetime value of an organisation’s customer base. He has extensive practical experience as a marketing consultant and a marketing practitioner, working in senior marketing and management positions for ABB and Xerox in South Africa. He is also an accredited Chartered Marketer. Previously, Geoff held the Coca-Cola Africa Chair in Marketing at the Wits Business School, where he was an Associate Professor and Director of Academic Programmes. At Wits Business School he lectured Marketing to MBA and other students and specialised topics on Executive Programmes. He has been the recipient of a number of teaching awards on academic programmes. His areas of specialisation include marketing metrics, industrial marketing, brand and customer equity management. He has been published in various international academic journals, including the Journal of Marketing Management, the Journal of Product and Brand Management, the Journal of Marketing Theory and Practice, and the International Journal of Bank Marketing, as well as in local South African journals.