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Research groups - Marketing

Contact: Dr Kyoko Fukukawa - k.fukukawa@bradford.ac.uk

A strong characteristic of our Marketing group's research is the close link between researchers and professional and practising marketers. The Group, with many who have commercial experiences in marketing and international marketing, has been very successful in obtaining research funding, either as part of jointly funded Knowledge Transfer Partnerships or as stand-alone grants. The group's main research interests are marketing management and strategy, international marketing and consumer research.

Marketing Management and Strategy

The main areas of marketing management and strategy research are:

pricing strategy
relations between marketing and sales
measurement and antecedents of environmental uncertainty
mail survey research
ethical decision-making in consumption and business practice
corporate social responsibility
marketing concepts and strategies in the service sector and in non-profit organisations
brand identification in Higher Education

Professor David Jobber has worked on integrative pricing in industrial-marketing settings and has developed a model of relations between marketing and sales. He has also examined the role played by, and impact of, prepaid monetary incentives on mail survey research.

Dr Kyoko Fukukawa is researching ethical decision-making in consumption and business practices. She also investigates communications and practices of corporate social responsibility.

Dr Mei-Na Liao applies the notions of marketing and strategy in the service sector and non-profit organisations, such as the NHS.

International Marketing

The main areas of international marketing research are:

implementation of international advertising campaigns
regionalisation of marketing standardisation strategies

Dr Fernando Fastoso's research interests are cross-cultural marketing, especially in relation to advertising and branding.

Consumer Research

The main areas of consumer research are:

ethnographic and cultural research methods in consumer research
family environment affecting children's consumption experiences and consumer socialization
role of children in family decision-making

Dr Shona Bettany's research interests are methodologically and theoretically led, and focus on ethnographic studies of consumption phenomena and critical approaches to research in marketing.

Dr Ben Kerrane is researching family consumption, especially the role of children and consumer socialisation.

Bradford University School of Management, Emm Lane, Bradford BD9 4JL
Tel: +44 (0)1274 234393 Fax: +44 (0)1274 234405 E-mail: management@bradford.ac.uk
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