Marketing

Professor Andrew Smith

Marketing analytics is a major centre of activity via the N/LAB; a cross-disciplinary facility with a purpose-built data visualization suite.

The centre is led by Professor Andrew Smith and is rapidly becoming a leading centre for consumer and citizen analytics with ongoing projects in segmentation innovation, social network analysis, predictive analytics, analytics management and ethics in high impact domains as diverse as retailing, health, financial services, food waste reduction and transport/mobility.

Our experts include Dr James Goulding (computational behaviour), Dr Gavin Smith (data science), Dr Bertrand Perrat (geospatial), Dr John Harvey (alternative economic networks) and Dr Ben Lucas (marketing metrics).

Professor Scott McCabe

Marketing is now less about selling 'stuff' and more concerned with creating, designing and staging, and then promoting memorable 'experiences'. This might include experiences with brands, or experiences as products, such as tourism and leisure. Experiences can be creative, and are often designed to stimulate strong, positive emotions.

Researchers in this group work in diverse contexts, such as tourism, advertising and consumer marketing. Professor
Jillian Rickly works with the Guide Dogs Association to understand the experiences of travel with a guide dog.

Professor Sally McKechnie has explored emotions and consumption meanings associated with luxury brands and their impact on well-being.

Professor Helen Perks

Innovation remains at the core of successful businesses, yet innovation practices are in flux. Digitization, social media and global competition are driving new models of innovating. We conduct internationally-renown research into innovation in services, products, networks and inter-firm relationships. The group excels at qualitative inquiry and publishes in Journal of Product Innovation Management, R&D Management, Industrial Marketing Management and Journal of Business Research.

Our experts include Dr Zsofia Toth (servitization), Dr Ekaterina Nemkova (cross-border creative decision-making), Professor Helen Perks (service and social innovation, innovation platforms), Dr Sara Galehbakhtiari (user innovation and online communities), Dr Linda Peters (networks and inter-firm collaboration).

Professor Sally Hibbert

We have a distinguished, international reputation for research leadership in digitization and social and environmental sustainability. We have a wealth of expertise on the roles of customers and stakeholders in changing market ecosystems, and the economic and societal implications.

The insight that we produce stems from a rich variety of theoretical (informed by psychology, sociology, and critical theory) and methodological approaches (e.g. semiotics, phenomenological interviews, ethnographic approaches, experiments and modelling) and sectoral applications (e.g. retailing, civil society organisations, health, financial services, tourism and luxury goods and services).

Our experts include Professor Sally Hibbert (consumer behaviour) and Dr Elizabeth Nixon (contemporary consumption).

Consumer research is a major area of expertise within the Division. Our work considers marketing practices as inevitably embedded in society and examines the influence of contemporary consumer cultures on different spheres of human action. Our research spans a variety of theoretical (informed by psychology, sociology, cultural and critical theory) and methodological approaches (e.g. semiotics, phenomenological interviews, ethnographic approaches, quantitative surveys, experiments and modelling etc.) and sectoral applications (especially retailing, civil society organisations, health, financial services, tourism and luxury goods and services).

Much of this scholarship interfaces with other research strengths within the Division (e.g. consumer experiences of value co-creation, consumer behaviour and marketing analytics) and/or links with multi-disciplinary projects (e.g. consumer behaviour and public health).

Prominent strands of our work focus around ethical, sustainable and responsible consumption/marketing and consumer vulnerability and, more broadly, the relationships between consumption, marketing and society. Our faculty are leaders in the field; they have published extensively in top international journals including British Journal of Management, Journal of Service Research, Journal of Business Research, Psychology & Marketing, Annals of Tourism Research and Marketing Theory.

Our scholars have led research collaborations with policymakers and commercial, public sector and civil society organisations, and have undertaken funded research projects for businesses, charities, the NHS, local and national government.

The Divisional members active in this area: Professor Jim Devlin, Professor Andrew Smith, Professor Caroline Tynan, Professor Heidi Winklhofer, Dr Robert Caruana, Dr Sally Hibbert, Dr Sally McKechnie, Dr Elizabeth Nixon, Dr Teresa Pereira Heath, and Anastasios Pagiaslis.

Examples of our publications

• Chatzidakis, A., Hibbert, S.A. & Winklhofer, H. (forthcoming) "Are reasons for and against charitable giving distinct? Implications for behavioural influence", European Journal of Marketing."
• Luca, N., Hibbert, S.A. & McDonald, R. (2015) "Towards a service-dominant approach to social marketing", Marketing Theory, DOI: 10.1177/1470593115607941
• Caruana, R., Carrington, M., & Chatzidakis, A. (2015). "Beyond the attitude-behaviour gap: novel perspectives in consumer ethics (Introduction to the Research Symposium)", Journal of Business, 126(1), 1-4.
• Nixon, E. (2014). "The impossibility of ethical consumption", Ephemera Theory and Politics in Organization, 14(1), 159-166.
• Pagiaslis, A., & Krontalis, A. K. (2014). "Green Consumption Behavior Antecedents: Environmental Concern, Knowledge, and Beliefs", Psychology & Marketing, 31(5), 335-348.
• Pereira Heath, M. T., O'Malley, L., Heath, M., & Story, V. (2014). "Caring and conflicted mothers' ethical judgements about consumption", Journal of Business Ethics, published online November 2014.
• Caruana, R., & Chatzidakis, A. (2013). "Consumer Social Responsibility (CnSR): Towards A Multi-Level, Multi-Agent Conceptualization of the 'Other CSR'", Journal of Business Ethics, 113(4), 1-16.
• Gregory-Smith, D., Smith, A., & Winklhofer, H. (2013). "Emotions and dissonance in 'Ethical' consumption choices", Journal of Marketing Management, 29(11-12), 1201-1223.
• Piacentini, M., Hibbert, S., & Hogg, M. (2013). "Consumer resource integration amongst vulnerable consumers: care leavers in transition to independent living", Journal of Marketing Management, 30(1-2), 201-219.
• Hibbert, S., Winklhofer, H., & Temerak, M. (2012). "Customers as resource integrators: towards a model of customer learning", Journal of Service Research, 15(3), 247-261.
• Molesworth, M., Nixon, E., & Scullion, R. (2009). "Having, Being and Higher Education: the Marketization of the University and the Transformation of the Student into Consumer", Teaching in Higher Education, 14(3), 277-287, (Top 10 Routledge Highly Cited Research Collection 2009-2010).
• Caruana, R., & Crane, A. (2008). "Constructing consumer responsibility: exploring the role of corporate communications", Organization Studies, 29(12), 1495-1519.
• Pereira Heath, M. T., & Heath, M. (2008). "(Mis) trust in marketing: a reflection on consumers' attitudes and perceptions", Journal of Marketing Management, 24(9/10), 1025-1039.


• Chatzidakis, A., Hibbert, S., & Smith, A. (2007). "Why People Don't Take their Concerns about Fair Trade to the Supermarket: The Role of Neutralisation", Journal of Business Ethics, 74(1), 89-100.
• Hibbert, S., & Smith, A., Davies, A., Ireland, F. (2007). "Guilt Appeals: Persuasion Knowledge & Charitable Giving", Psychology and Marketing, 24(8), 723-742.

In relation to value co-creation and resource integration in the market, we focus on two key questions. Firstly, what is the role of the customer (and in particular their knowledge and resources) in a value constellation network. In marketing, we have seen a new approach to understanding value creation where customers co-create value through their interactions with the organisation and its wider service eco-system.

Secondly, how do resource integration and learning processes happen between companies and their customers' relationships? We maintain that researchers and managers cannot simply focus on the learning of isolated actors, but must recognise that learning also depends on the capabilities and competencies of the wider service eco-system in which they are embedded.

The Divisional members active in this area: Professor Caroline Tynan, Professor Heidi Winklhofer, Dr Sally Hibbert, Dr Sally McKechnie, Dr Linda Peters and Dr Deborah Roberts.

Examples of our publications

• Bosangit, C., Hibbert, S.A. & McCabe, S. (2015) "If I was going to die, I should at least be having fun: Travel blogs, meaning and tourist experience", Annals of Tourism Research, Vol. 55, pp. 1-14.
• Luca, N., Hibbert, S.A. * McDonald, R. (2015) "Towards a service-dominant approach to social marketing", Marketing Theory, DOI: 10.1177/1470593115607941
• Tynan, C., McKechnie, S., & Hartley, S. (2014). "Interpreting value in the customer service experience using customer dominant logic", Journal of Marketing Management, 30(9-10), 1058-1081.
• Peters, L. D., Löbler, H., Brodie, R. J., Breidbach, C. F., Hollebeek, L. D., Smith, S. D., Sörhammar, D. & Varey, R. J. (2014). "Theorizing about resource integration through service-dominant logic", Marketing Theory, 14(3), 249-268.
• Roberts, D., Hughes, M., & Kertbo, K. (2013). "Exploring Consumers' Motivations to Engage in Co-creation Innovation Activities", European Journal of Marketing, 48(1/2), 147-169.
• Brodie, R., Frow, P., Hughes, T., Kleinaltenkamp, M., Peters, L. D., & Woratschek, H., (2012). "Resource Integration", Marketing Theory, 12(2), 201-205.
• Hibbert, S., Winklhofer, H., & Temerak, M. (2012). "Customers as Resource Integrators: Towards a Model of Customer Learning", Journal of Service Research, 15(3), 247-261.
• Peters, L. D. (2012). "The Role of the Knowledgeable Customer in Business Network Learning, Value Creation, and Innovation", Review of Marketing Research, 9, 127-169.
• Songailiene, E., Winklhofer, H., & McKechnie, S. (2011). "A Conceptualisation of Supplier-Perceived Value", European Journal of Marketing, 45(3), 383-418.
• Ali, S., Peters, L. D., He, H., & Lettice, F. (2010). "Market based organizational learning and company capabilities: An integrative framework", Journal of Strategic Marketing, 18(5), 363-377.
• Peters, L. D., Johnston, W. J., Pressey, A. D., & Kendrick, T. (2010). "Collaboration and Collective Learning: Networks as Learning Organisations", Journal of Business and Industrial Marketing, 25(6), 478-484.
• Tynan, C., McKechnie, S. & Chhuon, C. (2010). "Co-creating Value for Luxury Brands", Journal of Business Research, 63(11), 1156-1163.
• Johnston, W. J., & Peters, L. D. (2009). "Organisational Commitment to Sales", Chapter 17 in The Oxford Handbook on Strategic Sales and Sales Management, Le Meunier-Fitzhugh, K., Cravens, D., & Piercy, N. (eds.) Oxford University Press: Oxford, pp 457-488.
• Peters, L., Gassenheimer, J., & Johnston, W., (2009). "Marketing and the Structuration of Organisational Learning", Marketing Theory, 9(3), 341-368.
• Tynan, C., & McKechnie, S. (2009). "Experience Marketing: a review and reassessment", Journal of Marketing Management, 25(5/6), 501-517.

Examples of collaborative projects

Dr Linda D Peters together with Dr Andrew Pressey at the University of Birmingham (UK), Dr Alan Gilchrist at Lancaster University (UK) and Professor Wesley Johnston at Georgia State University (USA) are examining inter-organisational relationships in the construction and consulting industries. This work is supported by a British Academy research grant and funding from Nottingham University Business School.

Members aligned with this research area carry out cutting edge research in new product and service development management (NPD). The Division has specific expertise in the fields of user innovation, networks for innovation, co-creation and innovation, role of design in NPD, social media and NPD and service innovation. Members are internationally renowned for their research in new product development (NPD), host and chair conferences and symposiums in NPD, are on the boards of leading international institutions, such as the EIASM International Product Development Management Conference , Product Development and Management Association and hold editorial positions in top tier scholarly journals (such as Journal of Product Innovation Management).

Members who carry out research in this area: Professor Helen Perks, Dr Deborah Roberts and Dr Zsofia Toth.

Examples of our publications

• Reid, S., Roberts, D., & Moore, K. (2015). "Vision for technology-enabled radical innovation and its impact on early success", Journal of Product Innovation Management, forthcoming 2015.
• Roberts, D., & Candi, M. (2014). "Leveraging Social Network Sites in New Product Development: Opportunity or Hype?", Journal of Product Innovation Management, 31(S1), 105-117.
• Storey, C. & Perks, H. (2014). "Mixing rich and asynchronous communication for new service development performance", R&D Management, 45(2), 107-125.
• Perks, H., & Roberts, D. (2013). "A review of longitudinal research in the product innovation field, with discussion of utility and conduct of sequence analysis", Journal of Product Innovation Management, 30(6), 1099-1111.
• Kahn, K., Barczak, G., Nicolas, J., Ledwith, A., & Perks, H. (2012). "An examination of new product development best practice", Journal of Product Innovation Management, 29(2), 180-192.
• Perks, H., Gruber, T., & Edvardsson, B. (2012). "Co-creation in radical service innovation: a systematic analysis of micro-level processes", Journal of Product Innovation Management, 29(6), 935-951.
• Roberts, D., & Palmer, R. (2012). "Developing a Visceral Market Learning Capability for New Product Development", International Journal of Market Research, 54(2), 199-220.
• Reid, S., & Roberts, D. (2011). "Technology Vision: A Scale Development", R&D Management, 41(5), 427-442.
• Perks, H., Kahn, K., & Zhang, H. (2009). "An empirical evaluation of R & D marketing NPD integration in Chinese Firms: The Guanxi effect", Journal of Product Innovation Management, 26(6), 640-651.
• Perks, H., Cooper, R., & Jones, C. (2005). "Characterizing the Role of Design in New Product Development: An empirically-derived Taxonomy", Journal of Product Innovation Management, 22(2), 111-127.

Examples of collaborative projects


Perks H. "Scaling up social innovations", in collaboration with Universities of Gent (Belgium), Loughborough (UK), New Hampshire (US) and industry partner SCIG (Social Care Improvement Group) https://www.tscig.org.

Perks H. "Role of design in NPD", in collaboration with University of Warwick (Design Council funding).

Perks H. "Networks and the service innovation life cycle", in collaboration with Universities of Karlstad (Sweden), Hanken (Finland) and Loughborough (UK).

Roberts, D. L. 'Mapping the scale and scope of Social Media for New Product Development'; in collaboration with Prof. Frank Pilller, M.I. T. Media Lab, Boston, M.A. and RWTH Aachen University, Germany Aachen University.

Roberts, D. L. 'Connecting Customers on Social Media to Enhance NPD Performance; in collaboration with Prof Barczak and Marion, Northeastern University, Boston .M.A and Prof. Candi, Reykjavik University, Iceland.

Members' interests in this area are broadly connected by an interest in services, both in terms of marketing and service delivery and also customer experiences and behaviour. Dominant sectors are financial services and tourism.

Professor Jim Devlin, Professor Christine Ennew and Dr Sally McKechnie are members of the Centre for Risk, Banking and Financial Services in the Business School . The Centre focuses on consumer behaviour and decision making in the financial services in order to inform consumer protection legislation in financial services. The Centre regularly publishes research on consumers' perceptions of trust and fairness in financial services and its implications. Members of the Division have worked with the Banking Standards Review, HM Treasury, the Thoresen Review (on behalf of HM Treasury), Financial Services Authority and the Office of Fair Trading.
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Professor Scott McCabe, Dr Robert Lambert and Dr Jillian Rickly are active in tourism research.

Tourism is a broad inter-disciplinary field of study and our group incorporates social sciences and the humanities with business and marketing, history and cultural geography represented in our research team. We publish regularly through a wide range of cross-disciplinary outputs on subjects as wide ranging as ecotourism and wildlife conservation protection, lifestyle tourism, authenticity and heritage and the inclusion of vulnerable consumers in tourism participation. Members work on different aspects of tourist experience and consumption. Our research informs policymaking and public understanding and engagement with on wildlife and species protection and tourism policy. One member of the tourism group is an International 'Observer' of sustainable tourism operations in Antarctica on behalf of IAATO, the governing body of private sector tourism in the region.

Examples of our publications

• Bosangit, C., Hibbert, S.A. and McCabe, S. (2015) "If I was going to die, I should at least be having fun: Travel blogs, meaning and tourist experience", Annals of Tourism Research, Vol. 55, pp. 1-14.
• Foster, C., & McCabe, S. (2015). "The role of liminality in residential activity camps", Tourist Studies, 15(1), 46-64
• Lambert, R. A. (2015).Environmental History and Conservation Conflicts, in Steve Redpath, S., Gutierrez, R. &Young, J. (eds.). "Conflicts in Conservation: integrating approaches for transformation",Cambridge University Press, Cambridge, forthcoming
• Lambert, R. A. (2015). Destination Nature: wildlife and the rise of domestic ecotourism in Britain, 1880-2014, in Convery, I., & Davis, P. (eds.). "Shifting Interpretations of Natural Heritage", Boydell and Brewer, Woodbridge, forthcoming
• McCabe, S. (2015). "I am a Traveller, you are a Visitor, they are Tourists but who are Post Tourists?" Tourism Recreation Research, forthcoming
• Sands, T., & Lambert, R.A. (2015). Our Vanishing Natural Heritage and the Wildlife Trusts: a century of influence and local action for people and nature, in Convery, I., & Davis, P. (eds.). "Shifting Interpretations of Natural Heritage",Boydell and Brewer, Woodbridge, forthcoming
  Ashby, S., Peters, L. & Devlin, J. (2014). "When an irresistible force meets an immovable object: The interplay of Agency and Structure in the UK Financial Crisis", Journal of Business Research, 67(1), 2671–2683.
• Caruana, R., Glozer, S., Crane, A., & McCabe, S. (2014). "Tourists' accounts of responsible tourism", Annals of Tourism Research, 46, 115-129.
• Devlin, J., Roy, S. K., Sekhon, H. (2014). "Perceptions of Fair Treatment in Financial Services: Development, Validation and Application of a Fairness Measurement Scale" European Journal of Marketing, 48(7-8) 1-18.
• Malone, S., McCabe, S., & Smith, A. (2014). "The role of hedonism in ethical tourism", Annals of Tourism Research, 44(1), 241–254.
• McCabe, S. (2014). "Towards a better theory of tourism experience? A response to Gnoth and Matteucci", International Journal of Culture, Tourism and Hospitality, 8(2), 238-241.
• Sekhon, H., Ennew, C. T., Kharouf, H. & Devlin, J. F. (2014). "Trust and Trustworthiness: Influences and Implications" Journal of Marketing Management, 30(3-4), 409-430.
• Rickly-Boyd, J. M. (2013). "It's supposed to be 1863, but it's really not': inside the representation and communication of heritage at a pioneer village", International Journal of Heritage Studies, available online
• Worthington, S., & Devlin, J. (2013). "Fairness and Financial Services in Australia and the United Kingdom", International Journal of Bank Marketing, 31(4), 289-304
• Chuah, S. H., & Devlin, J. F. (2011). "Behavioural Economics and Financial Services Marketing: A Review", International Journal of Bank Marketing, 29(6), 456-469
• Devlin, J. F. (2011). "Evaluative Cues and Financial Services: The Effect of Consumer Knowledge", Journal of Marketing Management, 27(13-14), 1366-1377
• Bos, L., McCabe, S., & Johnson, S. (2013). "Learning never goes on holiday: an exploration of social tourism as a context for experiential learning", Current Issues in Tourism, published online May 2013.
• McCabe, S., & Johnson, S. (2013). "The happiness factor in tourism: Subjective well-being and social tourism", Annals of Tourism Research, 41(1), 42-65.
• Redpath, S. M., Young, J., Evely, A., Adams, W. M., Sutherland, W. J., Whitehouse, A., Amar, A., Lambert, R. A., Linnell, J. D. C., Watt, A., & Gutierrez, R. J., (2013). "Understanding and managing conservation conflicts", Trends in Ecology and Evolution, 28(2), 100-109.
• Rotherham, I. D., & Lambert, R. A. (2013). "Invasive and introduced plants and animals: human perceptions, attitudes and approaches to management", Earthscan Publishing, London
  Rickly-Boyd, J. M. (2012). "Through the magic of authentic reproduction': tourists' perceptions of authenticity in a pioneer village", Journal of Heritage Tourism, 7(2), 127-144.
• Devlin, J., & McKechnie, S. (2008). "Consumer perceptions of brand architecture in financial services", European Journal of Marketing, 42(5/6), 654-666.
Examples of collaborative projects


Devlin J. & Ennew C. "Measuring Perceptions of Trust, Fairness and Professionalism in Financial Services" (Funded by The Higher Education Innovation Fund), in collaboration with the University of Coventry and the University of Western Australia.

McCabe S. "Holidays Matter" (Funded Knowledge Transfer Partnership), in collaboration with the Family Holiday Association (FHA). The project informed policy on social tourism (social tourism involves the inclusion of disadvantaged groups in holiday travel) and helped FHA to realise a step-change in its strategy and operations.

Members working in this research area focus on the dynamics of inter-firm relationships in the domestic and the international environment. The members of this theme are interested in how and why business networks form, how they function, and the purposes they serve. We increasingly see that strategic partnerships can blur traditional organisational boundaries, and create networks of inter-firm relationships. Collaboration between network members may help them to understand their industry, to gain important information on the competitive environment, to facilitate innovation and the development of new products or services, and to find new ways to build value with customers. The members of this theme also have a specific expertise in the field of decision-making where they are looking at the role of creativity and spontaneity along the traditional planning approach. We are particularly interested in which factors make marketing decisions more or less successful and how the combination of various decision-making approaches influences the firm's adaptability to external changes.

Members have internationally recognised expertise in the areas of decision-making, collective learning in networks, how such learning relates to value creation, the role of the customer as an important resource integrator in inter-organisational relationships, configuring networks for new product innovation, attractiveness in inter-organisational relationships and networks, and the role of advocacy and adaptability in building and maintaining business relationships.

The research in this theme has been supported by prestigious research grants from organisations such as the British Academy, and has been published in leading journals such as the Journal of Product and Innovation Management, Industrial Marketing Management, Journal of Business and Industrial Marketing, International Marketing Review and the Journal of Business Research. Faculty have editorial board positions on such journals and are members of leading institutions charting research agendas in the area, such as the Industrial Marketing and Purchasing Group and the Chartered Institute of Marketing.

Members with research interests in this topic area: Professor Helen Perks, Dr Ekaterina Nemkova, Dr Linda Peters and Dr Zsofia Tóth.

Examples of our publications

• Tóth, Z., Thiesbrummel, C., Henneberg, S. C., & Naudé, P. (2015). "Understanding configurations of relational attractiveness of the customer firm using fuzzy set QCA", Journal of Business Research, 68(3), 723-734.
• Ashby, S., Peters, L., & Devlin, J. (2014). "When an irresistible force meets an immovable object: The interplay of Agency and Structure in the UK Financial Crisis", Journal of Business Research, 67(1), 2671–2683.
• Oh, J., Peters, L. D., & Johnston, W. J. (2014). "Who's acquiring whom? — Experimental evidence of firm size effect on B2B mergers and marketing/sales tasks", Industrial Marketing Management, 43(6), 1035-1044
• Ali, S., Peters, L., & Lettice, F. (2012). An Organisational Learning Perspective on Conceptualising Dynamic and Substantive Capabilities, Journal of Strategic Marketing, 20(7), 589-607.
• Nemkova, E., Souchon, A., & Hughes, P. (2012). "Export decision-making orientation: an exploratory study", International Marketing Review, 29(4), 349-378.
• Perks H., & Moxey S. (2011) "Market-facing innovation networks: how lead firms partition tasks, share resources and develop capabilities", Industrial Marketing Management, 40(8), 1224-1237.
• Peters, L. D. (2012). "The Role of the Knowledgeable Customer in Business Network Learning, Value Creation, and Innovation", Review of Marketing Research, 9, 127-169.

Members in this area are interested in discovering how advertising and communications work and influence the world we live in. Advertising and communications are a significant and markedly different part of the whole marketing process and therefore our members have been interested in taking a closer look. Our research situates itself not only in the narrow confines of advertising as a managerial practice but deals also with issues of persuasion, critical approaches on communication and the psychological effects of marketing communications stimuli. As with most of our research themes our members employ a wide variety of perspectives (e.g. psychoanalytical and socio-psychological perspectives), methodologies and methods (e.g. semiotics, discourse analysis, experiments, ZMET etc.).

The Division members that are active in this area: Professor Andrew Smith, Dr Robert Cluley, Dr Sally McKechnie, Dr Elisabeth Nixon and Anastasios Pagiaslis.

Examples of our publications

• Devlin, J., Ennew, C., McKechnie, S., & Smith, A. (2013). "Would You Believe It? A detailed investigation of believability in comparative price advertising", Journal of Marketing Management, 29(7-8), 793-811.
• Cluley, R., & Dunne, S. (2012). "From Commodity Fetishism to Commodity Narcissism", Marketing Theory, 12(3), 251-266.
• McKechnie, S., Devlin, J., Ennew, C., & Smith, A. (2012). "Effects of discount framing in comparative price advertising", European Journal of Marketing, 46(11),1501-1522.
• Devlin, J., Ennew, C., McKechnie, S., & Smith, A. (2007). "A Study of Comparison Price Advertising Incorporating A Time-Limited Offer", Journal of Product and Brand Management, 16(4), 280-285.
• McKechnie, S., & Zhou, J. (2003). "Product Placement in Movies: A Comparison of Chinese and American Consumers' Attitudes", International Journal of Advertising, 22(2), 349-374.

Division members working in this theme are interested in discovering how one can actually measure the outcome of marketing activity. Marketing metrics is increasingly becoming more important as the quantity of publicly available data increases. Second, members in this theme are interested in the different ways that marketing data can be analysed and communicated.

The members are also interested in finding how managers and decision makers make sense of marketing data and what governs their thinking and decision making when it comes to understanding, evaluating and integrating marketing data in their day to day operations. Third, group members are interested in behavioural responses to marketing stimuli. An important question that members try to answer is how do the different marketing stimuli (e.g. advertisements, promotions etc.) influence our consumer and more general (e.g. economic or personal) behaviour?

Finally, members in this theme are interested in the different ways we can work with what is broadly termed big data. Examples of the research topics members are interested in include: New analytical techniques that can help us better understand big data, definition of big data in marketing, understanding of managerial practices when integrating big data in day to day operations and innovative ways of communicating and organising big data and their results.
The Division members that are active in this area: Professor Andrew Smith, Dr Robert Cluley, Mark Iliffe, Myria Kkalis and Anastasios Pagiaslis.

The members in this theme work closely with the Horizon Centre in Nottingham University https://www.horizon.ac.uk/About-the-CDTand are also part of the Centre for Research in the Behavioural Sciences (CRIBS) at Nottingham University Business School.

Industry partners for ongoing research projects include: Tesco; M&S; Experian; Dairy Farm Group; Boots; Tigo Mobile.

Examples of our publications

• Cluley, R., & Brown, S. D. (2014). "The Dividualised Consumer: Sketching the New Mask of the Consumer", Journal of Marketing Management, 31(1-2), 107-122.
• Smith, A., & Sparks, L. (2009). "Reward redemption behaviour in retail loyalty schemes", British Journal of Management, 20(2), 204-218.
• Smith, A., & Sparks, L. (2004). "All About Eve", Journal of Marketing Management, 20(3/4), 363-385.

Examples of collaborative projects

Smith A. "Neo-demographics: Opening Developing World Markets by Using Personal Data and Collaboration" (RCUK funded: Value Ł620,000 (Euro €700,000; US $1,000,000), in collaboration with the Horizon Centre in Nottingham University, University of Stirling, Bakhresa Group Ltd, Boots UK Ltd, Chinese Academy of Survey and Mapping CASM, Dairy Farm Group, Efulusi Africa, Experian, Marks & Spencer Plc, and Tesco. The project examines the use of big data in retailing in Tanzania, China and Malaysia.