Introduction

This edited collection of original essays in honour of Michael John Baker continues the academic tradition of acknowledgement of distinguished contributions made by individuals to academic thought and life, in this case to the subject, marketing. Since marketing is a relatively new academic discipline, it is particularly appropriate that we pay tribute to the academic pioneers of our subject, of whom Michael is most assuredly one. The occasion of this acknowledgement is one of celebration since 1996 marks the twenty-fifth anniversary of the establishment of the first chair of Marketing at the University of Strathclyde to which Michael was appointed and which he still holds. It also marks the twenty-fifth anniversary of the founding by Michael of the Department of Marketing at the University of Strathclyde which Michael headed from 1971 to 198S. This department has grown and flourished over 25 years. It is a department which holds the highest British ratings for the quality of its research and of its teaching and which we like to consider one of the leading European university departments of marketing.