We believe marketing is an essential element of organisational growth. In both the for-profit and not-for-profit sectors, long-term viability depends on an understanding of consumer and market environments.
Marketing is essential for crafting attractive market offerings, conveying value to target consumers, supplying consumers and capturing that value from consumers. Our research uncovers the theoretical boundaries of marketing and tests new ways of conceptualising the subject.
We’re interested in everything from consumer behaviour to marketing strategy. Our research interests include:
- advertising and marketing communications
- consumer privacy and surveillance policy
- creativity and risk
- cross-national and cross-cultural marketing
- digital marketing
- export and international marketing
- innovation and new technology
- service provision strategy
We collaborate with researchers across the world and our work has been published in journals in North America, Europe, and Australasia.
The Marketing Research Group hosts research seminars every two weeks on Wednesday.
Professor Ko de Ruyter
Head of the Marketing Research Group