This weekend prof Dr Lester Massingham was teaching Research Methodologies at LSC Belgrade. Methodology is the systematic, theoretical analysis of the methods applied to a field of study. It comprises the theoretical analysis of the body of methods and principles associated with a branch of knowledge. Typically, it encompasses concepts such as paradigm, theoretical model, phases and quantitative or qualitative techniques. Prof Dr Massingham is also an established author of some six marketing texts, including bestsellers with reputable publishers like McGraw-Hill and Butterworth Heinemann. Some titles to his name include "Marketing Management", "The Essentials of Marketing", "Strategic Marketing Planning" and "Marketing Case Studies". Prof Dr Massingham holds a PhD in Management & International Business from Durham University (UK).