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Professor Wendy Lomax

Head of the Department of Strategy, Marketing and Entrepreneurship, Kingston Business School, Kingston University.

Professor  Wendy  Lomax Areas of expertise

Find out more about Professor Wendy Lomax

Overview

Wendy Lomax is Head of the Department of Strategy, Marketing and Entrepreneurship. Her background is in brand management and she has completed a PhD at London Business School on the measurement of cannibalisation. She is working on a research project funded by the Economic and Social Research Council (ESRC) on the sources of volume of new products, based on consumer panel data. Her consultancy interests are wide ranging, covering basic market research to evaluation of strategic alternatives.

Qualifications

Year gained Subject
1992 - 1996 PhD, London Business School.
1982 Diploma of Chartered Institute of Marketing.
1979 - 1982 BSc (Hons) in Management Sciences (1st)

Career Highlights

Year Position held
2007 - Head, Department of Strategy, Marketing and Entrepreneurship
2003 - Professor of Brand Marketing, Kingston University
1999 - Head, School of Marketing, Kingston University
1997 - 1999 Reader in Marketing, School of Marketing, Kingston University
1997 - 1999 Course Director, MA in Marketing
1991 - 1992 Course Director, MBA Programmes
1989 - 1987 Senior Lecturer, School of Marketing, Kingston University
1987 - 1989 SmithKline Beecham, Marketing Manager
1986 - 1987 KP Foods Limited, Senior Product Manager
1984 - 1986 Fisons Horticulture plc, Product Manager
1982 - 1984 Ford Motor Company Limited, Sales & Marketing Graduate

Research

Stokes, David and Lomax, Wendy (2008) Marketing: a brief introduction. London : Thomson Learning. 448p. ISBN 9781844805525

Lomax, Wendy and Raman, Adam (2007) Analysis and evaluation. Oxford, UK : Butterworth-Heinemann. 288p. (CIM Coursebook) ISBN 9780750685016

Dall'Olmo Riley, Francesca , Lomax, Wendy and Robinson, Helen (2007) Editorial: Academy of Marketing Conference 2007 "Marketing theory into Practice" Hosted by Kingston Business School. Journal of Marketing Management, 23(5-6), pp. 387-393. ISSN (print) 0267-257X

Hankinson, Philippa , Lomax, Wendy and Hand, Chris (2007) The time factor in re-branding organizations: its effects on staff knowledge, attitudes and behaviour in UK charities. Journal of Product and Brand Management, 16(4), pp. 236-246. ISSN (print) 1061-0421

Lomax, Wendy and Mador, Martha (2006) Corporate re-branding: from normative models to knowledge management. Journal of Brand Management, 14(1/2), pp. 82-95. ISSN (print) 1350-231X

Hankinson, Philippa and Lomax, Wendy (2006) The effects of re-branding large UK charities on staff knowledge, attitudes and behaviour. International Journal of Nonprofit and Voluntary Sector Marketing, 11(3), pp. 193-207. ISSN (print) 1465-4520

Lomax, Wendy and Raman, Adam (2005) Analysis and evaluation. Oxford, UK : Elsevier Butterworth-Heinemann. 220p. (CIM Coursebook) ISBN 9780750666510

East, Robert , Gendall, Philip , Hammond, Kathy and Lomax, Wendy (2005) Consumer loyalty, singular, additive or interactive? Australasian Marketing Journal, 13(2), pp. 10-26. ISSN (online) 1441-3582

East, Robert , Hammond, Kathy , Lomax, Wendy and Robinson, Helen (2005) What is the effect of a recommendation? The Marketing Review, 5(2), pp. 145-157. ISSN (print) 1469-347x

Lomax, Wendy (2004) Analysis and evaluation. UK : Butterworth-Heinemann Ltd. 304p. (Chartered Institute of Marketing Coursebooks) ISBN 9780750661867

Dall'Olmo Riley, Francesca , Lomax, Wendy and Blunden, Angela (2004) Dove vs. Dior: extending brand extension decision-making process from mass to luxury. Australasian Marketing Journal, 12(3), pp. 40-55. ISSN (print) 1441-3582

Stokes, David , Ali Syed, Sameera and Lomax, Wendy (2002) Shaping up word of mouth marketing strategy: the case of an independent health club. Journal of Research in Marketing & Entrepreneurship, 4(2), pp. 119-133. ISSN (online) 1471-521X

Stokes, David and Lomax, Wendy (2002) Taking control of word of mouth marketing: the case of an entrepreneurial hotelier. Journal of Small Business and Enterprise Development, 9(4), pp. 349-357. ISSN (online) 1462-6004

Lomax, Wendy and McWilliam, Gil (2001) Consumer response to line extensions: trial and cannibalisation effects. Journal of Marketing Management, 17(3-4), pp. 391-406. ISSN (print) 0267-257x

East, Robert , Lomax, Wendy and Narain, Radhika (2001) Customer tenure, recommendation and switching. Journal of Customer Satisfaction, Dissatisfaction and Complaining Behavior, 14, pp. 46-54. ISSN (print) 0899-8620

White, A. , Lomax, W. and Todd, S. (2000) The boundaries of the Diana brand: consumers' evaluations of potential extensions. Journal of Brand Management, 7(3), pp. 185-196. ISSN (print) 1350-231X

East, Robert , Hammond, Kathy , Harris, Patricia and Lomax, Wendy (2000) First-store loyalty and retention. Journal of Marketing Management, 16(4), pp. 307-325. ISSN (print) 0267-257X

Lomax, Wendy , Sherski, Emma and Todd, Sarah (1999) Assessing the risk of consumer confusion: some practical test results. Journal of Brand Management, 7(2), pp. 119-132. ISSN (print) 1350-231X

East, R , Hogg, A and Lomax, W (1998) The future of retail loyalty schemes. Journal of Targeting, Measurement and Analysis for Marketing, 7(1), pp. 11-21. ISSN (print) 0967-3237

Lomax, Wendy , Hammond, Kathy , East, Robert and Clemente, Maria (1997) The measurement of cannibalization. Journal of Product & Brand Management, 6(1), pp. 27-39. ISSN (print) 1061-0421

Lomax, Wendy , Hammond, Kathy , East, Robert and Clemente, Maria (1996) The measurement of cannibalization. Market Intelligence & Planning, 14(7), pp. 20-28. ISSN (print) 0263-4503

Lomax, Wendy , Hammond, Kathy , Clemente, Maria and East, Robert (1996) New entrants in a mature market: an empirical study of the detergent market. Journal of Marketing Management, 12(4), pp. 281-295. ISSN (print) 0267-257X

East, Robert , Harris, Patricia , Willson, Gill and Lomax, Wendy (1995) Loyalty to supermarkets. The International Review of Retail, Distribution and Consumer Research, 5(1), pp. 99-109. ISSN (print) 0959-3969

East, Robert , Lomax, Wendy , Willson, Gill and Harris, Patricia (1994) Decision making and habit in shopping times. European Journal of Marketing, 28(4), pp. 56-71. ISSN (online) 0309-0566

East, Robert , Lomax, Wendy , Willson, Gill and Harris, Patricia (1994) Do shoppers avoid service delay? Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, 7, pp. 15-22. ISSN (print) 0899-8620

East, Robert , Lomax, Wendy and Willson, Gill (1991) Factors associated with service delay in supermarkets and post offices. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, 4, pp. 123-128. ISSN (print) 0899-8620

Professional Body Membership

1995 Member, Market Research Society
1994 Member, Marketing Society
1992 Member, Chartered Institute of Marketing

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Contact us

General enquiries:

Journalists only:

  • Communications team
    Tel: +44 (0)20 8417 3034
    Email us
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