Intro

Intro

The newly formed Department of Marketing continued growing strength in marketing strategy research. We investigate practical problems of relevance to decision makers, whether they be in private industry or the public section.

Advertising, our most prolific area of research in A* and A level journals, focused chiefly on the development of highly strategic advertising. Major scholarship successes included our innovation-oriented publications in the premier A* journals which focused on open innovation and innovation in services.

We also researched a variety of other strategy topics with emphasis on dynamic capabilities, brand relationships and competitiveness. Although we have strengths in consumer behaviour research, the focus is still on marketing management related issues like purchase intent or consumer value.

Content owner: Department of Marketing Last updated: 08 May 2019 12:14am

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