Research & expertise
Browser does not support script.
Professor of Marketing
Douglas West is Professor of Marketing in King's Business School. His research interests include creative and risky decision-making in the advertising business; heuristic versus algorithmic decision-making by managers when choosing creative projects; marketing budgeting decision-making; the role and propensity for companies to adopt e-marketing and m(mobile)-marketing.
Future Directions of Advertising Creative Research
14 February 2019
The 2012 "journal numbers": Answers to common queries
25 June 2013
Electronic marketing orientation in the Small and Medium-sized Enterprises context
14 May 2018
Agency Creativity: Teams and Performance: A Conceptual Model Links Agency Teams' Knowledge Utilization, Agency Creativity, and Performance
01 March 2017
How do heuristics influence creative decisions at advertising agencies?: Factors that affect managerial decision making when choosing ideas to show the client
01 June 2018
Consumer branded #hashtag engagement: Can creativity in TV advertising influence hashtag engagement?
01 April 2017
Navigating the Peer-Review Process: Reviewers' Suggestions for a Manuscript: Factors Considered before a Paper Is Accepted or Rejected for the Journal of Advertising Research
01 January 2015
How Corporate Culture Drives Advertising and Promotion Budgets: Best Practices Combine Heuristics and Algorithmic Tools
01 January 2014
E-Loyalty is not all about Trust, Price also Matters: Extending expectation-confirmation theory in bookselling websites
01 January 2013
What Makes Win, Place, or Show? Judging Creativity in Advertising at Award Shows
01 January 2013
Head, Marketing Research Group
Director, MSc International Marketing
30 Aldwych, London, WC2B 4BG
The School is based at the Strand Campus and located at Bush House
Our undergraduate courses explore modern business and organisational management theory and practice
We create socially responsible leaders of the future. Ready to start your postgraduate journey?
Our open and bespoke courses will help you transform your business and support you at each step
Find out why we are ranked 8th in the UK for our highly regarded research and the impact we make