Liam is a Professor of Marketing at London Business School and a leading expert in the field of marketing strategy. His research focuses on the identification and assessment of marketing opportunities, the development of profitable marketing plans, and the execution of effective marketing campaigns. Liam has authored or co-authored several books, including Marketing Management: A Strategic Approach (McGraw-Hill, 8th edition, 2019), which has been cited more than 1,000 times and ranked as the world’s best marketing management textbook by the "Journal of Marketing" and the "Journal of Business Research." Liam is also the editor of the "Journal of Marketing" and the "Journal of Business Research," and he has been on the editorial boards of "Marketing Science," "The Electronic Journal of Marketing," and "The International Journal of Research in Marketing." He has also been featured in numerous media outlets, including "The Wall Street Journal," "The Economist," "Forbes," and "The Guardian."