Photo of Dr Chris Raddats

Dr Chris Raddats BSc (Hons), MA, PhD, DipM, PGCE

Reader in Marketing Marketing (ULMS)


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.

Prizes or Honours

  • Best academic paper (Aston University, 2021)
  • ULMS Marketing research award (University of Liverpool Management School, 2019)
  • Best academic paper (Academy of Marketing, 2017)
  • Best academic paper (Aston University, 2016)
  • Best academic paper (Aston University and Barclays Bank, 2014)