Dr Chris Raddats BSc (Hons), MA, PhD, DipM, PGCE
Reader in Marketing Marketing (ULMS)
- Work email C.Raddats@liverpool.ac.uk
- Personal WebsiteGoogle Scholar profile
- ORCID0000-0003-3206-4343
About
Personal Statement
Chris Raddats is a Reader in Marketing and the Director of Research for the Marketing subject group. Prior to working in academia, Chris had a 20-year career in the telecommunications industry, where he worked as a marketing manager for both telco operators and an equipment manufacturer. Chris' research addresses B2B markets, primarily how traditionally product-centric B2B businesses can build a chargeable services capability to enhance market differentiation and sales (servitization). He also writes about other aspects of B2B marketing, such as branding, customer experiences, innovation and social media. He publishes his work in leading marketing (e.g., Industrial Marketing Management), operations (e.g., International Journal of Operational & Production Management) and general management (e.g., Journal of Business Research) journals. Chris' teaching is focused on B2B, experiential and relationship marketing and he has supervised several PhD students aligned to these areas.