Academic staff
Dr Charles Graham
grahamca@lsbu.ac.uk
Marketing, Tourism, Events and Hospitality
https://orcid.org/0000-0001-7603-9161
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I am an associate professor in marketing in the London South Bank University Business School and an adjunct research professor at the Ehrenberg-Bass Institute at the University of South Australia. I studied English Literature at Cambridge, was awarded an MA in Strategic Marketing Management at Kingston university and a PhD from the Ehrenberg Centre for Research in Marketing at LSBU. Before joining the business school as an academic, I held board-level roles managing consumer packaged-goods and licenced and franchised hospitality brands in the UK and Middle East.
I am a passionate advocate for marketing science. Marketers have always “owned” large quantities of data but, chasing the short term, they seldom allow it to talk in depth. My aim is not to explain one-off effects in a single dataset in this way, but to discover the norms of consumer behaviour in different contexts, then build robust benchmarks into useful Laws of Marketing.
My research spans many facets of marketing practice. I am investigating high street vitality and place marketing effectiveness for several London councils and Business Improvement Districts; the regularity of long-run ordering patterns in industrial digital loyalty schemes; interpretation of mobile app usage to inform contextual targeting; and the evolution of consumer category-buying over decades. I regularly present at International conferences and to strategic marketers and their agencies, and my research has had impact for local and international decision-makers.
Courses taught
Marketing with Digital BSc (Hons)
International Marketing - MSc
Postgraduate Research Supervision
Current
| Mr Luu Thanh Tan Nguyen | Doctoral Research Project | PhD |
| Miss Ammarah Marjan | Doctoral Research Project | PhD |
| Mr Kamran Khan | Doctoral Research Project | PhD |
| Mrs Ahella Hany Aboubakr Bahy Ibraheem | Doctoral Research Project | PhD |
| Mrs Cathy Lu Jia Henfrey | The effects of Brand Portfolio Management on consumer brand buying behavior | PhD |
Awarded in the last 5 years
| Mr Sze Lok Samson Yeung | Behavioural Aspects and Value-Perception Dimensions in Hong Kong Luxury Residential Market | DProf |
| Ms May Nagy Ahmed Hamada | The Poor in a World of Brands: An Empirical Analysis of Market Growth at the Bottom-of-the-Pyramid (BOP) | PhD |
| Miss Katrin Franke | How small brands grow: Dirichlet Analysis of small brand syndrome | PhD |
| Lok Yeung, Samson | PhD |
Magdalene College, Cambridge
Kingston University
Ehrenberg Centre for Research in Marketing
London South Bank University
London South Bank University
| Funder | Year won | Project | Role |
|---|---|---|---|
| Lewisham Council | 2022 | Lewisham High Streets Headcount & Independent Business Survey 2022 | Principal Investigator |
| Lewisham Council | 2022 | Lewisham Town Centre Growth 2022 work | Principal Investigator |
| Southwark Council | 2021 | High Street Recovery Fund | Principal Investigator |
| Lewisham Council | 2021 | In-depth COVID-19 impact study | Principal Investigator |
| Proposal | Project | Role | Funder | Status | Status last updated |
|---|---|---|---|---|---|
| Elevate Digital South (Digital Divide) | Digital Divide bid | Co-Investigator | Greater London Authority | OPEN In preparation | Feb 2023 |
| Lewisham Council - In-depth COVID-19 impact study | In-depth COVID-19 impact study | Principal Investigator | Lewisham Council | OPEN Approved for submission | Mar 2021 |
External advisor for Institute Masters by Research students.
Research collaborator on the Institute's externally funded Category Growth project.
Consumer Behaviour & Competitive Market Structure
External Examiner for Undergraduate food marketing courses
Product development and innovation
Distribution and supply chain
Marketing Communications
Pricing
International Supply Chain and Logistics
External reviewer for academic promotions
I facilitate the two marketing modules on the Help to Grow programme delivered at LSBU Southwark and Croydon campuses to local entrepreneurs and SME owners.
Board member, and member of advisory panel on placemaking strategy.
https://wearewaterloo.co.uk
Developed and facilitated a six-module short course, SUPPLY CHAIN BEST PRACTICE as part of the BIG South London Integrate programme to promote community wealth building. The course supports SME's interested in bidding for large public sector contracts.
Quantifying the target market for advertisers
Graham, C. and Kennedy, R. (2021). Quantifying the target market for advertisers. Journal of Consumer Behaviour. https://doi.org/10.1002/cb.1986
The unbearable lightness of buying
Dawes, J., Graham, C., Trinh, G. and Sharp, B. (2021). The unbearable lightness of buying. Journal of Marketing Management. 38 (7-8), pp. 683-708. https://doi.org/10.1080/0267257x.2021.1963308
Investigating Undercurrents of Stationarity and Growth With Long-Term Panel Data
Dunn, S., Graham, C., Nenycz-Thiel, M. and Tanusondjaja, A. (2021). Investigating Undercurrents of Stationarity and Growth With Long-Term Panel Data. International Journal of Market Research. https://doi.org/10.1177/14707853211039189
A rising tide lifts all boats: the role of share and category changes in managing organic sales growth
Tanusondjaja, A., Graham, C., Dunn, S., Nenycz-Thiel, M. and McColl, Bruce (2021). A rising tide lifts all boats: the role of share and category changes in managing organic sales growth. Journal of Strategic Marketing. https://doi.org/10.1080/0965254x.2020.1817971
The Long-Term Erosion of Repeat-Purchase Loyalty
Dawes, J, Graham, C and Trinh, G (2020). The Long-Term Erosion of Repeat-Purchase Loyalty. European Journal of Marketing. https://doi.org/10.1108/EJM-01-2018-0042
Why include the BOP in your international marketing strategy
Nagy, M., Bennett, D. and Graham, C. (2019). Why include the BOP in your international marketing strategy. International Marketing Review. https://doi.org/10.1108/IMR-03-2019-0097
Marketing's 60/20 Pareto Law
Sharp, B., Romaniuk, J. and Graham, C. (2019). Marketing's 60/20 Pareto Law. SSRN Elsevier . https://doi.org/10.2139/ssrn.3498097
Marketing research faces two challenges and a world of opportunity with long-term panel data
Dunn, S., Graham, C., Nenycz-Thiel, M. and Tanusondjaja, A. (2021). Marketing research faces two challenges and a world of opportunity with long-term panel data. SSRN Elsevier. https://doi.org/10.2139/ssrn.3880203
Estimating the value of passing trade from pedestrian density
Graham, C, Khan, K. and Ilyas, M (2017). Estimating the value of passing trade from pedestrian density. Journal of Retailing and Consumer Services. 46, pp. 103-111. https://doi.org/10.1016/j.jretconser.2017.10.005
Making Sense of Common Dirichlet Deviations
Graham, C, Scriven, J and Bound, J (2017). Making Sense of Common Dirichlet Deviations. Australasian Marketing Journal. 25 (4), pp. 294-308. https://doi.org/10.1016/j.ausmj.2017.10.007
Double Jeopardy - 50 years on. Reviving a forgotten tool that still predicts brand loyalty
Graham, C, Bennett, DR, Franke, K, Henfrey, C and Nagy-Hamada, M (2017). Double Jeopardy - 50 years on. Reviving a forgotten tool that still predicts brand loyalty. Australasian Marketing Journal. 25 (4), pp. 278-287. https://doi.org/10.1016/j.ausmj.2017.10.009
The Generation Z Audience for In-App Advertising
Graham, C., Young, F. and Marjan, A. (2021). The Generation Z Audience for In-App Advertising. Journal of Indian Business Research. https://doi.org/10.1108/JIBR-08-2020-0275
Dark Social: The biggest missed opportunity in digital marketing
Marjan, A., Graham, C., Bruce, M. and Mitchell, A. (2020). Dark Social: The biggest missed opportunity in digital marketing. Journal of Digital and Social Media Marketing. 8 (3), pp. 1-6.
Digital Loyalty Programmes: Pull Strategies in B2B Channel Marketing
Marjan, A., Graham, C., Bruce, M. and Mitchell, A. (2021). Digital Loyalty Programmes: Pull Strategies in B2B Channel Marketing. Advances in Marketing, Customer Relationship Management, and E-Services. https://doi.org/10.4018/978-1-7998-8003-5.ch004
Premiumisation strategy as a way to grow
Graham, C, Nenycz-Thiel, M, Dawes, J and McColl, B (2019). Premiumisation strategy as a way to grow. Admap Magazine.
Majority Report
Graham, C and Snijders, W (2018). Majority Report. in: Snijders, W (ed.) Eat Your Greens Kibworth Beauchamp Troubador Publishing Ltd.
La majorite a toujours raison
Snijders, W. and Graham, C. La majorite a toujours raison. in: Snijders, W and Balusseau, V. (ed.) Mange ta soupe ! 20 experts internationaux aident les marques à bien grandir Dunod. pp. Chapitre 1
Social responsibility and ethics
Peleg, A and Graham, C (2017). Social responsibility and ethics. in: Sharp, B (ed.) Marketing: Theory, Evidence, Practice Melbourne, Australia Oxford University Press (OUP). pp. 640-692
Will a Smart City Have A High Street?
Graham, C and Peleg, A (2016). Will a Smart City Have A High Street? in: Peres-Ortiz, M, Bennett, D and Perez-Bustamente, D (ed.) Sustainable Smart Cities - Creating Spaces for Technological, Social and Business Development. Springer. pp. 143-157
Do bookmaker loyalty-programmes cause problem gambling?
Marjan, A., Graham, C., Bruce, M. and Mitchell, A. (2020). Do bookmaker loyalty-programmes cause problem gambling? London London South Bank University. https://doi.org/10.18744/lsbu.8q66q
Applying Flow Theory to Omnichannel Consumer Behaviour: A Systematic Literature Review
Nguyen, L.T.T., Graham, C., Luong, N. and Tran, M.K. (2022). Applying Flow Theory to Omnichannel Consumer Behaviour: A Systematic Literature Review. The 3rd International Conference on Marketing in the Connected Age (MICA-2022). Da Nang City, Vietnam 01 - 01 Oct 2022 The Danang University of Economics.
Achieving channel leadership through B2B digital loyalty programs
Marjan, A., Graham, C. and Tajvidi, R. (2022). Achieving channel leadership through B2B digital loyalty programs. International Conference on the Leadership and Management of Projects in the digital age (IC:LAMP 2022). Applied Science University (ASU) Bahrain.
Is Category Expansion a Realistic Long-Term Objective for Established Brands?
Dunn, S, Graham, C, Tanusondjaja, A and Nenycz-Thiel, M (2020). Is Category Expansion a Realistic Long-Term Objective for Established Brands? 2020 Academy of Marketing Science World Marketing Congress Brisbane, Australia. Brisbane Australia 14 - 17 Jul 2020
Who set the ball rolling? The first prescribers of OxyContin
Wright, M., Stern, P. and Graham, C. (2020). Who set the ball rolling? The first prescribers of OxyContin. European Marketing Academy Conference (EMAC) 2020 . Corvinus University of Budapest, Hungary 26 - 29 May 2020
The Hazard of Oxycontin
Wright, M, Stern, P and Graham, C. (2019). The Hazard of Oxycontin. Australian & New Zealand Marketing Academy (ANZMAC 2019). Wellington, New Zealand 02 - 05 Dec 2019
A Framework for Market Growth in Bottom-of-the-Pyramid (BOP) Markets
Nagy, M, Bennett, D and Graham, C (2019). A Framework for Market Growth in Bottom-of-the-Pyramid (BOP) Markets. EMAC 48th Annual Conference. Hamburg, Germany 28 - 31 May 2019
Think Category Not Brand to Break through at the Bottom-of-the-Pyramid (BOP)
Bennett, D, Nagy, M and Graham, C (2019). Think Category Not Brand to Break through at the Bottom-of-the-Pyramid (BOP). Academy of Marketing UK. London 02 - 04 Jul 2019
The effect of cumulative category and brand growth on competitive intensity.
Anesbury, Z, Graham, C and Bennett, DR (2018). The effect of cumulative category and brand growth on competitive intensity. Australian & New Zealand Marketing Academy (ANZMAC 2018). Adelaide, Australia 03 - 05 Dec 2018
Loyalty Deviations and the Small Brand Syndrome.
Franke, K, Bennett, DR and Graham, C (2018). Loyalty Deviations and the Small Brand Syndrome. Australian & New Zealand Marketing Academy (ANZMAC 2018). Adelaide, Australia 03 - 05 Dec 2018
How markets grow. The factors associated with category expansion.
Nenycz-Thiel, M, Graham, C, Dawes, J, McColl, B, Tanusondjaja, A, Martin, J and Victory, K (2018). How markets grow. The factors associated with category expansion. Australian & New Zealand Marketing Academy (ANZMAC 2018). Adelaide, Australia 03 - 05 Dec 2018
Predicting Category Growth from Quarterly Penetration
Nenycz-Thiel, M, McColl, B, Dawes, J, Trinh, G and Graham, C (2018). Predicting Category Growth from Quarterly Penetration. Australian & New Zealand Marketing Academy (ANZMAC 2018). Adelaide, Australia 03 - 05 Dec 2018
The Effects of Brand Portfolio Management on Brand Choice Behaviour
Henfrey, C, Graham, C and Bennett, DR (2018). The Effects of Brand Portfolio Management on Brand Choice Behaviour. Academy of Marketing Conference 2018. Stirling, Scotland, UK 02 - 05 Jul 2018 Academy of Marketing.
What long term measures can tell us about brand loyalty
Bennett, DR, Graham, C and Clemente, M (2017). What long term measures can tell us about brand loyalty. Academy of Marketing UK Conference. Hull 03 - 06 Jul 2017
Loyalty Deficits for Small Share Brands
Franke, K, Bennett, DR and Graham, C (2017). Loyalty Deficits for Small Share Brands. Academy of Marketing UK Conference. Hull 03 - 06 Jul 2017 London South Bank University.
Footfall, attraction and conversion; a retail empirical generalisation
Graham, C (2017). Footfall, attraction and conversion; a retail empirical generalisation. Academy of Marketing. University of Hull 03 - 06 Jul 2017
The relationship between high street footfall, attraction and conversion
Graham, C (2016). The relationship between high street footfall, attraction and conversion. Business in a Dynamic World conference. Limassol, Cyprus 15 - 17 Jan 2016
Fostering an alumni “Give-Back” culture to help develop student self-esteem
Godfrey, M, Peleg, A and Graham, C (2016). Fostering an alumni “Give-Back” culture to help develop student self-esteem. Chartered Association of Business Schools Teaching and Learning. Aston University, Birmingham 25 - 30 Apr 2016
Market(ing) the small. How does marketing work for UK SMEs?
Barber, S, Bennett, DR and Graham, C (2016). Market(ing) the small. How does marketing work for UK SMEs? LSBU Summer School 2016. London 11 - 15 Jul 2016 London South Bank University.
FIERCE scent boosts mood and emotion to enhance brand assets
Bennett, DR, Graham, C and Basile, E (2015). FIERCE scent boosts mood and emotion to enhance brand assets. LSBU Research Summer School 2015. London South Bank University, London 07 Jul 2015 London South Bank University.
Brand Loyalty. Plus ça change...? Using the NBD-Dirichlet parameters to interpret long-term purchase incidence and brand choice.
Graham, C, Scriven, J and Bennett, DR (2012). Brand Loyalty. Plus ça change...? Using the NBD-Dirichlet parameters to interpret long-term purchase incidence and brand choice. International Marketing Trends Conference. Venice, Italy 19 - 21 Jan 2012 London South Bank University.
The patterns of long-term repeat-buying in Dirichlet markets
Graham, C. (2012). The patterns of long-term repeat-buying in Dirichlet markets. PhD Thesis London South Bank University Ehrenberg Centre for Research in Marketing
Embedding Employability Skills into the Marketing Curriculum; A Rationale & Description
Graham, C, FitzGerald, F and Peleg, A (2007). Embedding Employability Skills into the Marketing Curriculum; A Rationale & Description. Prime. 2 (2), pp. 25-38.
Digital integration in physical retailing. How shoppers augment their own instore experience with a smartphone
Khan, K., Graham, C. and O'Rourke, G. (2022). Digital integration in physical retailing. How shoppers augment their own instore experience with a smartphone. International Conference on the Leadership and Management of Projects in the digital age (IC:LAMP 2022).