We serve on the editorial boards of a number of leading journals. For example, Professor Liz Parsons is co-editor-in-chief of Marketing Theory and Professor Michael Haenlein is Associate Editor of International Journal of Research in Marketing. We deliver highly successful undergraduate and postgraduate programmes that are connected to our research and help to sustain our considerable and growing capacity and scope.
The ULMS Marketing group undertakes an eclectic mix of research using a range of methods addressing business-to-business (B2B) markets in public and private sectors, business-to-consumer (B2C) markets, as well as research that considers marketing’s impact on consumers and society. Thus, the Group’s research touches issues of significance to academics, businesses, consumers and society more generally. The Group’s research centres on four main themes:
How manufacturing firms introduce services to enhance competitive advantage; how marketing investments and activities improve firm performance; the role of social media. For example, Dr. Miriam Guenther and Dr. Peter Guenther’s recent paper about the relationship between customer satisfaction and firm performance published in International Journal of Research in Marketing.
The role of place and space in marketing and consumption decisions and experiences; family consumption, gender identity and ethnicity; ethics and sustainability, gender and identity at work; family representations in food advertising; how consumers, marketers and policymakers in sport both shape and are shaped by markets. For example, Dr. Athanasia Daskalopoulou’s recent contribution to a paper about voluntary giving to arts organisations published in Sociology.
Digital marketing and identity
How consumers interact with digital platforms and process information to make choices; social shopping, where consumers co-operatively collaborate in making purchase decisions online; investigating influencers who conspicuously share their lives on YouTube; technology use at work and its relationship with work practices and identity. For example, Dr. Rachel Ashman’s contribution to a paper about how consumer desire is transformed by technology published in Journal of Consumer Research. In addition, Professor Michael Haenlein’s contribution to a paper about how artificial intelligence will impact retailing published in Journal of Retailing and Professor Anatoli Colicev’s recent paper about non-fungible tokens (NFTs) and brand value, published in the International Journal of Research in Marketing.
Vulnerable consumers and marginalised communities
The patient experience in healthcare settings including palliative and end-of-life care; consumer behaviour of older and vulnerable adults; marketplace exclusion. For example, Professor Philippa Hunter-Jones, Professor Lynn Sudbury-Riley, and Dr. Al-Abdin Ahmed’s recent contribution to a paper that explores the relationship between respite care and childhood illness published in Annals of Tourism Research.
We often conduct action research, which connects with a strong portfolio of knowledge exchange activities with the private, public and third sectors. We have recently completed a KTP with Hatton’s Model Railways Ltd to develop their digital marketing strategy. We also engage in knowledge exchange supported by direct funding from external collaborators, enabling us to help them rapidly and flexibly solve problems.
BA/Leverhulme Small Research Grants
- Dr Athanasia Daskalopoulou and Dr Alexandros Skandalis "Producing and Consuming Craft Objects in Place: The Case of Manchester's Craft and Design Centre".
- Dr Daniela Pirani "Inventing #Breakfast: The role of the Italian bakery industry in a new eating practice".
- Dr Severina Cartwright and Hongfei Liu "Cross departmental integration of #socialmedia within #B2B domain: Interplay between marketing and human resource management".
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