Raymond A KentRay Kent is now retired, but was Senior Lecturer in Marketing at the University of Stirling. He has published on topics as diverse as product range policy, marketing communications with sensitive groups, private trading on the internet, improving emal responses and the use of fuzzy logic in data analysis. This is his eighth book; earlier books have been in the areas of the history of sociological research, survey data analysis and marketing research. After each book, he says it will be his last. We'll see. Read More Read Less