The Marketing group is comprised of 30 academic staff including six professors, and a number of PhD students. Our research is published in some of the top journals in our field, recently including Annals of Tourism Research, International Journal of Operations & Production Management, International Journal of Research in Marketing, Journal of Consumer Research, Journal of Marketing, Journal of Service Research, and Sociology.

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:

B2B marketing

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.

Consumer culture

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.

Knowledge Exchange

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".    

Back to: Management School


    Past examples of Seminar Series in Marketing

    Professor Russell Belk, Schulich School of Business, York University (Canada)

    Pursuing Original Consumer Culture Theory

    21 April 2021

    Dr. Chloe Preece, Royal Holloway, University of London and Dr. Alexandros Skandalis, Lancaster University

    'Let's talk about....' Securing significant funding

    16 March 2021

    Professor Simona Botti, London Business School

    Creating boundary-breaking, marketing-relevant consumer research

    4 March 2021

    Dr Chris Raddats, University of Liverpool

    Creating academic impact using systematic literature reviews (SLRs)

    4 February 2021

    Professor Philippa Hunter-Jones, Dr Lynn Sudbury-Riley and Dr Ahmed Al-Abdin, University of Liverpool

    'Let's talk about...' impact case studies

    12 January 2021

    Professor Eileen Fischer, Schulich School of Business

    Publishing in top marketing journals

    17 December 2020

    Dr Athanasia Daskalopoulou, University of Liverpool, and Dr Chloe Preece, Royal Holloway

    Troubled Times Demand Heroes: Heroic Marketing and Marketing Heroes

    5 November 2020

    Dr Rachel Ashman, University of Liverpool

    The story behind publishing 'Networks of Desire’

    7 October 2020

    Dr Chris Raddats, University of Liverpool

    ‘Let’s talk about…’ ULMS Marketing research strategy

    16 September 2020

    Dr Caroline Moraes, University of Birmingham

    Food poverty

    1 June 2020

    Anthony Samuel, Cardiff University Business School

    Three Season of Deep Ethnography with the World’s Greenest Football Club: Forest Green Rovers

    23 January 2020

    Selected recent publications:

    Sudbury-Riley, L., Hunter-Jones, P., Al-Abdin, A., Lewin, D., & Naraine, M. V. (2020). The Trajectory Touchpoint Technique: A Deep Dive Methodology for Service Innovation. Journal of Service Research, 23(2), 229-251. doi:10.1177/1094670519894642.

    Kozinets, R., Patterson, A., & Ashman, R. (2017). Networks of Desire: How Technology Increases Our Passion to Consume. Journal of Consumer Research, 43(5), 659-682. doi:10.1093/jcr/ucw061.

    Moraes, C., Daskalopoulou, A., & Szmigin, I. (2020). Understanding individual voluntary giving as a practice: Implications for regional arts organisations in the UK. Sociology, 54(1), 70-88. doi:10.1177/0038038519860376.

    Cappellini, B., Harman, V., & Parsons, E. (2018). Unpacking the lunchbox: Biopedagogies, mothering and social class. Sociology of Health and Illness, 40(7), 1200-1214. doi:10.1111/1467-9566.12751.

    Hunter-Jones, P., Sudbury-Riley, L., Al-Abdin, A., Menzies, L., & Neary, K. (2020). When a child is sick: The role of social tourism in palliative and end-of-life care. Annals of Tourism Research, 83. doi:10.1016/j.annals.2020.102900.

    Skandalis, A., Byrom, J., & Banister, E. (2019). Experiential marketing and the changing nature of extraordinary experiences in post-postmodern consumer culture. Journal of Business Research, 97, 43-50. doi:10.1016/j.jbusres.2018.12.056.

    Keiningham, T., Aksoy, L., Bruce, H. L., Cadet, F., Clennell, N., Hodgkinson, I. R., & Kearney, T. (2019). Customer experience driven business model innovation. Journal of Business Research. doi:10.1016/j.jbusres.2019.08.003.

    Karimi, S., Holland, C. P., & Papamichail, K. N. (2018). The impact of consumer archetypes on online purchase decision-making processes and outcomes: A behavioural process perspective. Journal of Business Research, 91, 71-82. doi:10.1016/j.jbusres.2018.05.038.

    Pirani, D., Cappellini, B., & Harman, V. (2018). The Italian breakfast: Mulino Bianco and the advent of a family practice (1971-1995). European Journal of Marketing, 52(12), 2478-2498. doi:10.1108/EJM-06-2018-0374.

    Kerrane, B., Bettany, S. M., & Kerrane, K. (2015). Siblings as socialization agents: exploring the role of 'sibship' in the consumer socialization of children. European Journal of Marketing, 49(5/6), 713-735. doi:10.1108/EJM-06-2013-0296.

    Kennedy, A. -M., McGouran, C., & Kemper, J. A. (2020). Alternative paradigms for sustainability: The Māori worldview. European Journal of Marketing, 54(4), 822-825. doi:10.1108/EJM-01-2018-0043.

    Raddats, C., Kowalkowski, C., Benedettini, O., Burton, J., & Gebauer, H. (2019). Servitization: A contemporary thematic review of four major research streams. Industrial Marketing Management, 83, 207-223. doi:10.1016/j.indmarman.2019.03.015.

    Guenther, M. & Guenther, P. (2020). Is advertising an underappreciated driver of sales growth in B2B markets? Theoretical perspectives and empirical evidence. Industrial Marketing Management, 87, 76-89. doi:10.1016/j.indmarman.2020.02.019.

    Guenther, M., & Guenther, P. (2019). The value of branding for B2B service firms: The shareholders' perspective. Industrial Marketing Management, 78, 88-101. doi:10.1016/j.indmarman.2017.11.013.

    Nicholson, J. D., LaPlaca, P., Al-Abdin, A., Breese, R., & Khan, Z. (2018). What do introduction sections tell us about the intent of scholarly work: A contribution on contributions. Industrial Marketing Management, 73, 206-219. doi:10.1016/j.indmarman.2018.02.014.

    Iankova, S., Davies, I., Archer-Brown, C., Marder, B., & Yau, A. (2019). A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management, 81, 169-179. doi:10.1016/j.indmarman.2018.01.001.

    Parnell, D., May, A., Widdop, P., Cope, E., & Bailey, R. (2019). Management strategies of non-profit community sport facilities in an era of austerity. European Sport Management Quarterly, 19(3), 312-330. doi:10.1080/16184742.2018.1523944.

    Other Research Activity:
    • Feminist reading group meeting chaired by Professor Pauline Maclaran, Royal Holloway, University of London and Dr Andreas Chatzidakis, Royal Holloway, University of London, reading Chatzidakis and Maclaran (2020) Gendering consumer ethics 5 May 2021. 

    • Dr Athanasia Daskalopoulou is charing an Open Workshop for the 2021 Academy of Marketing Conference with Dr Chloe Preece (Royal Holloway, University of London) and Dr Alexandros Skandalis (Lancaster University). The workshop is about 'Taking the experiential online: Engaging consumers virtually during Covid-19'. Here is the call for papers:

    • Feminist reading group meeting chaired by Dr Akane Kanai, Monash University, reading Kanai (2020) Between the perfect and the problematic: Everyday femininities, popular feminism, and the negotiation of intersectionality 4 March 2021.

    • Feminist reading group meeting chaired by Professor Jo Littler, City University of London and Dr Catherine Rottenberg, University of Nottingham, reading Littler and Rottenberg (2020) Feminist solidarities: Theoretical and practical complexities 4 February 2021.

    • Prof Philippa Hunter-Jones, Dr Lynn Sudbury-Riley and Dr Ahmed Al-Abdin are running a series of free webinars about the Trajectory Touchpoint Technique and Patient Experience. Find out more.

    • Feminist reading group meeting chaired by Dr Olga Kravets, Royal Holloway, reading Kravets, Preece and Maclaran (2020) The Uniform Entrepreneur: Making Gender Visible in Social Enterprise 3 December 2020.

    • Feminist reading group meeting chaired by Dr. Aliette Lambert, University of Exeter, reading Rome and Lambert (2020) (Wo)men on top? Postfeminist contradictions in young women’s sexual narratives 2 October 2020.

    • Feminist reading group meeting chaired by Dr. Francesca Sobande, Cardiff University, reading Osei (2019) Fashioning My Garden of Solace: A Black Feminist Autoethnography 23 April 2020.

    • Feminist reading group meeting chaired by Dr. Ella Fegitz, University of Southern Denmark, reading Banet-Weiser (2018) Empowered: Popular feminism and popular misogyny 21 May 2020.

    • Prof Pippa Hunter-Jones and Dr Lynn Sudbury-Riley have been awarded £11,210 by the Leverhulme Trust to invite an eminent researcher from overseas to enhance the skills and knowledge of the academic staff and students. Prof Tom Baker, University of Alabama, visited the Marketing Department from February 1st to May 1st 2020. With his visit cut short by Covid-19, Tom hopes to return to ULMS in the new academic session. Travel restrictions permitting.

    • Dr Athanasia Daskalopoulou, is co-editing a new special issue at Marketing Theory (AJG 3*) on "Troubled Times Demand Heroes: Heroic Marketing and Marketing Heroes" with Dr Chloe Preece, Royal Holloway, and Professor Hope Schau, Eller College of Management, University of Arizona. Here's is the link to the call for papers.
    External Funding:
    • Dr. Chris Raddats has won a bid as the Principal Investigator from the EPSRC Digital Enhanced Advanced Services (DEAS) Network Plus scheme. The work is entitled ‘The role of innovative financing for advanced services provision’ and is worth just under £10,000.

    • Dr Athanasia Daskalopoulou (CoI), Dr Chloe Preece (PI) and Dr Alexandros Skandalis (CoI) were awarded £1,644 by CHRONOS Research Centre, Royal Holloway for "Affective Atmospheres of Virtual Reality Concerts".

    • Dr Lynn Sudbury-Riley (PI) and Prof Pippa Hunter-Jones (Co-I) were awarded £82,144 by ESRC North West Social Science Doctoral Training Partnership for "Understanding Palliative and End of Life Care Access within a Health Ecosystem: An Examination of the Issues Facing Providers and Service Users".

    • Dr Lynn Sudbury-Riley (Co-I), Prof Pippa Hunter-Jones (Co-I) and Dr Ahmed Al-Abdin (Co-I) were awarded £51,587 by Liverpool Clinical Commissioning Group (UK) for "Planning for Future Care in Patients with Advanced Cancer: Examining the feasibility of using the Trajectory Touchpoint Technique (TTT) for Advance Care Planning".

    • Dr Lynn Sudbury-Riley (PI), Prof Pippa Hunter-Jones (Co-I) and Dr Ahmed Al-Abdin (Co-I) were awarded £ 50,087 by East Cheshire Hospice for "A Service Evaluation of East Cheshire Hospice’s New Hospice at Home project".

    • Prof Pippa Hunter-Jones (PI) and Dr Lynn Sudbury-Riley (Co-I) were awarded £ 54,692 by Oakhaven Hospice for "End of Life Care in the New Forest and Waterside Areas: Scoping the Current Landscape - What is Happening and Why?".