Annual Research Institutes Reports
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- Research Themes in CAM
- Theme two - Marketing Strategy (Branding)
- Publications
- Practitioner piece
3.2. CAM ReportThe Centre for Advances in Marketing concentrates on streams of research into branding (particularly SME and financial services), cross-cultural marketing and marketing communications as well as encouraging collaborative and interdisciplinary research, for example pedagogy. The research undertaken by researchers publishing at national and international level provides a platform for practitioner engagement in these streams. The Centre also supports doctoral research with a growing cohort of research students engaged in high level enquiry.Research Themes in CAMTheme one - Consumer and Cross-cultural BehaviourUnderstanding customers is one of the basic precepts of marketing and continues to receive high priority within the marketing discipline (www.msi.org). Cross-cultural marketing research focuses on examining how culture influences marketing activities and consumer behaviour and how marketing strategies can be adapted to be effective across different cultures. Research in the department focuses on consumer behaviour in the context of services (Dawes Farquhar) and cross-cultural contexts (Czarnecka) benefiting those organizations who seek to provide innovative and culturally sensitive marketing approaches in highly competitive markets. Key faculty members:
Theme two - Marketing Strategy (Branding)Marketing managers continue to seek new approaches to segment markets and position brands and reflecting recent interest in the co-creation of customer value in products and services. Incorporating demographic shifts and concomitant changes in tastes and habits are critical to new marketing strategies. To respond to these changes and to address specific deficiencies in current branding approaches such as attempts to create differentiation, research in the department proposes alternative models of branding such as stakeholder models (Dawes Farquhar) and addresses the needs of specific business sectors, such as SMEs (Parrott) contributing to streams of research that challenge industry practices. Key faculty members:
Publications
Practitioner piece
Refereed conference papers
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