The group's chief mission is to develop and diffuse knowledge about marketing theory, research methods and practice for the benefit of students and academics, not only within the University of Brighton, but also to a wider UK and international audience of academics and businesses.
We recognise that as a group we need to build on our strengths in marketing practice, and further develop theoretical and empirical knowledge of the subject. The group has three branches of activity which encompass the interests of its members. These areas are summarised below:
- Marketing consultancy and research (Market research services Marketing planning and strategy development), specialising in focus group interviewing.
- Specialist academic areas in marketing for journal publication and books (international marketing; marketing ethics; entrepreneurship, innovation and marketing; business marketing; internet marketing; innovation and new product development).
- Research methodologies in marketing (quantitative and qualitative methodologies), academic research on techniques.