Dr. K.Prakash Vel, is an Assistant Professor with the University of Wollongong in Dubai (UOWD) in the Faculty of Business and Management. He has 20 Years of Experience in Academics and Industry put together, in Marketing. His Industry and Academic career spans across India, Bahrain, Singapore, Malaysia, Dubai and Kuwait. In offering his services as an Academic at the Degree and Masters levels, he has supervised, around 200 Research Projects, done in different Industries. He has been an active Consultant and a Trainer for more than 16 clients in India, Singapore and Malaysia, Kuwait and Dubai which include domestic and Multinational Companies. He has authored a book on Marketing Research and has also been a freelance Marketing Researcher with Taylor Nelson Sofres (UK), Synovate Research (Malaysia) and YouGovSiraj (Dubai). His Areas of Research include Consumer Behaviour, Services Marketing and Strategic Marketing. He is a Full member of the Chartered Institute of Marketing, UK.