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HomeAcademic staffDr Charles Graham
Dr Charles Graham

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

International Marketing - MSc

Postgraduate Research Supervision
Current
Mr Luu Thanh Tan NguyenDoctoral Research ProjectPhD
Miss Ammarah MarjanDoctoral Research ProjectPhD
Mr Kamran KhanDoctoral Research ProjectPhD
Dr Ahmed Mubarak Ali Rashed Al MazroueiAlignment and Linkages betweeen Governement Strategic Initiatives .....PhD
Mrs Ahella Hany Aboubakr Bahy IbraheemDoctoral Research ProjectPhD
Mrs Cathy Lu Jia HenfreyThe effects of Brand Portfolio Management on consumer brand buying behaviorPhD

Awarded in the last 5 years
Mr Sze Lok Samson YeungBehavioural Aspects and Value-Perception Dimensions in Hong Kong Luxury Residential MarketDProf
Ms May Nagy Ahmed HamadaThe Poor in a World of Brands: An Empirical Analysis of Market Growth at the Bottom-of-the-Pyramid (BOP)PhD
Miss Katrin FrankeHow small brands grow: Dirichlet Analysis of small brand syndromePhD
Lok Yeung, SamsonPhD
MA(Cantab) English Literature

Magdalene College, Cambridge

1977
1980
MA (Strategic Marketing Management)

Kingston University

2002
2003
PhD

Ehrenberg Centre for Research in Marketing

London South Bank University

2009
2013
PGCHE

London South Bank University

2004
2005
FunderYear wonProjectRole
Lewisham Council2022Lewisham Town Centre Growth 2022 workPrincipal Investigator
Southwark Council2021High Street Recovery FundPrincipal Investigator
Lewisham Council2021In-depth COVID-19 impact studyPrincipal Investigator
ProposalProjectRoleFunderStatusStatus last updated
Lewisham Council - In-depth COVID-19 impact studyIn-depth COVID-19 impact studyPrincipal InvestigatorLewisham CouncilOPEN Approved for submissionMar 2021
Chartered Institute of Marketing
2018
Ehrenberg-Bass Institute for Marketing Science
Visiting professor

Consumer Behaviour & Competitive Market Structure

July 2020
Harper Adams University
External examiner

External Examiner for Undergraduate food marketing courses

Product development and innovation

Distribution and supply chain

Marketing Communications

Pricing

International Supply Chain and Logistics

September 2016
September 2019
Help to Grow (Management) UK Government/ Small Business Charter programme

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.

November 2021

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 & 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. 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 Publications. 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 programmes
Marjan, A., Graham, C. and Tajvidi, R. (2022). Achieving channel leadership through B2B digital loyalty programmes. 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.

The Hazard of Oxycontin
Wright, M., Stern, P. and Graham, C. (2019). The Hazard of Oxycontin. ANZMAC 2019. Wellington, New Zealand 02 - 04 Dec 2019