Alan is a Professor of Marketing at the University of Strathclyde Business School in Scotland. Before joining the University, he was a senior consultant at a London-based marketing consultancy and prior to that, an Associate Director of a leading marketing research agency. He has written numerous articles and advised many organisations on service delivery, customer satisfaction, reputation and branding.  

He is the author of one of the leading marketing research textbooks Marketing Research: An integrated Approach and co-author of the European edition of Services Marketing: Integrating Customer Focus Across The Firm. He is a Fellow of the Chartered Institute of Marketing and the Market Research Society.