Amanda J. Broderick

Amanda J. Broderick is Professor of Marketing and Founding Chair of the Marketing Subject Group at Durham Business School, UK. Previously she was the Research Director of Coventry University Business School, led the Marketing and Advertising Applied Research Group at Coventry, led the Marketing Research Group at Aston Business School together with the Aston Centre for e-Business Research. She has been an academic for over 15 years and regularly consults for business, commerce and public policy including Unilever, Tesco, The NEC Group and BERR.

Her research expertise lies in the field of marketing psychology. An award-winning researcher, her research has appeared in many leading marketing journals, such as Journal of International Business Studies, Psychology and Marketing, European Journal of Operational Research, International Journal of Psychophysiology and many others. Professor Broderick is the Editor of the Journal of Research in Interactive Marketing and co-authors the market-leading Pearson Education text, Integrated Marketing Communications (now in its 3rd edition). She has successfully generated over £1 million in research funding with awarding bodies from both governmental (ESRC, SCRIF, HEFCE) and commercial sources (IDM, CIM).

The focus of Amanda's research is in marketing psychology, with particular application to the electronic and international marketplaces. Three research themes, centre on strategic and targeted multi-channel marketing communication: transformational marketing, the moderating impact of social identity on consumption behaviors in developing and developed economies, and the behavioral correlates of emotions.