About the Authors

Dr. Joseph Brady is a consultant, researcher, and lecturer of marketing and sales management courses at the SBS Swiss Business School in Zurich, Switzerland. His previous written works include chapter contributions about academic case teaching and a peer-reviewed journal article pertaining to student markets in higher education. He is also an experienced sales and marketing professional, with previous roles in both the pharmaceutical and consumer goods industries.

Dr. Garry Prentice is a chartered psychologist with research experience within the marketing, addiction, health, social identity, learning, and quantitative methods areas and is a psychology lecturer at Dublin Business School. His research consultancy work has included constructing questionnaires suitable for assessment of program outcomes, statistical analysis of participant outcomes, and report writing. He has publications within the marketing, addiction, psychology, and social research fields, including conference abstracts, reports, and peer-reviewed journal articles.