I am a Professor of Marketing, and currently the Subject Group Head of Marketing here in the University of Liverpool Management School (ULMS). I joined ULMS in 2005 as a Lecturer and have enjoyed contributing to both undergraduate and postgraduate programmes ever since. My main contributions have been linked to the delivery of modules in Consumer Behaviour and a final year open elective in Tourism, an area of research interest to me. I am also involved in postgraduate research programmes and am very proud of the achievements of eight students who have successfully completed their PhD studies with me thus far. I have a passion for research which explores the service needs and experiences of 'vulnerable consumers', a term I also struggle with. This passion has resulted in numerous lines of research enquiry linked to aspects of service, service systems, service design, transformative service research, particularly linked to the health care sector. Current projects underway cover different parts of the healthcare economy and include: primary care (e.g. primary care networks; technological innovations); acute care (e.g. innovations in healthcare); mental wellbeing (e.g. effective models of service delivery); and palliative/end-of-life care (e.g. the service user experience). I have also explored the circumstances of different research communities including children, senior consumers, informal carers and people experiencing life-limiting illnesses. I am always delighted to discuss research ideas which embrace these areas. My work has been supported by multiple funding streams including Liverpool Clinical Commissioning Group and the Leverhulme Trust.