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Mrs Patricia Harris

Associate Professor

About

I am an Associate Professor and I teach marketing, specifically global marketing management, and branding. Prior to becoming an academic, I worked in industry in the field of geodemographics and consulted for large organisations in the UK and USA. I am Director of Studies in the Department of Strategy, Marketing and Innovation, responsible for our portfolio of undergraduate and postgraduate degree programmes. My research is mainly centred on multichannel shopping behaviour and I have a particular interest in how shoppers configure their multichannel shopping journeys.

Areas of specialism

  • Global marketing management
  • Branding
  • Geodemographics
  • Multichannel retailing
  • Multichannel shopping behaviour

Qualifications

  • MA (Hons) Geography, Edinburgh University
  • MSc Management & Business Studies Research, Kingston University
  • Senior Fellow, Higher Education Academy

Professional membership

I am a member of the following professional bodies:

Academy of Marketing

Academy of Marketing Science

Society for Research in Higher Education

I am a Senior Fellow of the Higher Education Academy.

Research

I am a member of Kingston Business School's Consumer Research Group. We won research funding from the Academy of Marketing in 2014 and 2016 to study multichannel shopping behaviour. We are particularly interested in channel patronage patterns - how shoppers split their patronage across offline, online and mobile shopping channels, and the factors that drive their channel patronage decisions.

I am also engaged in research on multichannel shopping journeys in which I am examining the configuration of shopping activities across the various channels, and the factors that affect how shoppers configure their shopping journeys.

Publications

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