Principles of Marketing, 1st edition

Ayesha Owusu-Barnaby is a Senior Lecturer at the University of Hertfordshire. She has a professional background that spans government and charity marketing and communications, as well as working with small and start-up businesses.

Her vision for this resource is to bring the textbook to life and is drawn from experience teaching marketing for more than ten years. This 'digital first' project is the product of a desire to rise to the challenge of better meeting the needs of today's students by acknowledging their media consumption habits, use of multi-screens and social media, and their image-focused lives. This resource approaches the learning experience from its practical application, using illustration and demonstration to engage. It then aims to draw students back to the core concepts and theories which continue to underpin the discipline, whether we are referring to digital or traditional techniques.

Contributors:

Anna Wos SFHEA is a Teaching Fellow in Marketing at Lancaster University Management School. Anna specialises in teaching digital and social media marketing and has a particular interest in new technology and trends in marketing. She also has an interest in student experience with a particular focus on transition into Higher Education and a blended approach to teaching and learning.

Michelle Patel is the Deputy Director of Analysis and Insight within the Science team at the Food Standards Agency. With nearly twenty years in Government and a background in communications, she remains an endlessly curious scholar of public attitudes and behaviours. She is fortunate to lead a fine team of analysts and have access to leading experts and a wide range of research tools to understand how and why people do what they do and what the future holds when it comes to food.

Dr. Gareth Hughes BSc, MBA, DBA, Associate member of HEA is the Academic Director and Senior Lecturer in Strategic Management at the University of Wales. Gareth has over ten years of industry experience, working in the oil, gas, and utility sectors, working with a broad range of client organisations, from boutique consultancies to large blue-chip multinationals. Gareth combined his professional undertakings with further study, completing a Doctor of Business Administration in 2017. This doctoral study was concerned with analysing the barriers to success for western professional service firms operating in the Chinese market. Since joining the university in 2015, he has been able to utilise his professional and research experience to inform his teaching practice.

Dr. Samantha Burvill is an Associate Professor at Swansea University School of Management. Prior to a career in academia, Sam worked in the industry as a business development manager with a keen focus on B2B marketing and as part of a change management team. Sam's current research focuses on purposeful ecosystems and regional development.

Dr. Tana Licsandru is a Lecturer in Marketing in the School of Business and Management at the Queen Mary University of London, where she teaches courses on Introduction to Marketing and Digital Marketing. Tana's research advocates for the power of marketing to elevate the voices of consumers who are often under and misrepresented in brand communications and media, with a focus on immigrant consumers. Her research on inclusive marketing, multicultural marketplaces, and branding has been published in the Journal of Business Research, Journal of Public Policy and Marketing, and International Marketing Review.

Jimmy Pressly is a Lecturer in Marketing at the University of Hertfordshire Business School. He is a proud South African who worked in the Marketing industry while teaching before leaving South Africa to join UH in 2019. Currently, he is working on his Ph.D.: Exploring brand storytelling techniques to increase engagement within the online communities of small firms. Leading one of Hertfordshire Business School's new degree programmes, BA Business and Marketing, he finds it useful to include industry experience and engagement techniques into his teaching to increase engagement and make learning more enjoyable for students.

Will Fleming started his career in marketing in the mid 1980's, working for British Gas Scotland in Marketing Planning and Marketing Research. He moved to Wales to become the first Commercial Manager at Neath Rugby Club before moving on to Swansea City Football Club. From there a change of direction took him into the brewing industry when he became the Marketing Services Manager at Crown Buckley and then Freetrade Marketing Manager at S.A. Brain & Co. in Cardiff. It was from here he entered academia as a Senior Lecturer in Marketing as Course Director for the Chartered Institute of Marketing (CIM) professional qualifications.

Dr Irene Brew-Riverson BA (Hons), PGCE, MA, EdD, Fellow of the Higher Education Academy, is a Senior Lecturer in Entrepreneurship and Marketing at the University of Westminster. She is also the Course Leader of the BA Business Management (Entrepreneurship) programme at the Westminster Business School.

Irene has taught modules in Marketing Communications, Public Relations, Value Creation, International Marketing and Marketing for Entrepreneurs. She combines her teaching with running a micro business decorating cakes, a building project in Ghana and a charity for facilitating social mobility.

Dr Nattida Srisaracam is a Lecturer in Entrepreneurship and Business Ethics at Westminster Business School, University of Westminster. She teaches at undergraduate and postgraduate levels in the areas of marketing, entrepreneurial practice, ethics and sustainability in business, and enterprise development. Her research interests centre on consumer and marketing ethics, entrepreneurial marketing, sustainable branding, and social entrepreneurship.

She has reviewed academic papers for the International Journal of Entrepreneurial Behaviour and Research, the International Journal of Innovation and Sustainable Development and the Global Marketing Conference. She also sits on the Psychology of Entrepreneurship and Small Business (PES) committee, Institute for Small Business and Entrepreneurship (ISBE). Nattida contributed to Topic 3: Marketing Strategy.

Jennifer Thomson is the Director of Data Platforms for the Walt Disney Company EMEA. She and her team provide end-to-end data solutions across a range of data sets. Previously, she worked as the Director of Digital Platforms & Products Insights looking at trends, behaviours and insights across websites, social media, games and apps.

Jennifer started her career in website usability research before moving client-side to the BBC, Visa, and other organisations. Jennifer received a BS from The Wharton School of the University of Pennsylvania and an MSc from the London School of Economics.