Mrs Liz Machtynger


A senior lecturer in Strategy, Marketing and Innovation.

Working at Kingston University since 2016, initially on the development of the market leading Business Readiness Programme as well as on consultancy projects with MBA and Undergraduate students. I am now a senior lecturer in SMI.

I am a mentor for students working on live client projects at both undergraduate and post graduate level, delivering excellent outcomes for clients as well as life-changing skills

I am a business consultant with background in strategy, sales, service, marketing, consulting and project management, with a very strong track record in business consultancy programmes.

I have extensive experience of business and customer strategy & management and have particular strengths in researching, designing and delivering successful business & customer strategies, propositions and programmes for and with teams of major global organisations. I have worked for blue chip companies BP and IBM and worked on more than 400 projects worldwide from customer strategy design to CRM system implementation.

I have now been working in consultancy for 23 years and run my own business for 19 years, always in the area of Customer Management and Customer Strategy. 

Academic responsibilities

Senior Lecturer Strategy & International Business


  • MBA Management, City University (Distinction)
  • BA Hons French, German, Linguistics & Computing Essex University

Teaching and learning


Areas of specialism

  • Strategy
  • Customer Strategy
  • Digital Marketing & AI


Jump to: Article | Book
Number of items: 7.


Stone, Merlin, Aravopoulou, Eleni, Stott, Ryan, Parnell, Brett David, Machtynger, Jon, Foss, Bryan and Machtynger, Liz (2020) The evolution of business models of information and communication technology suppliers. The Bottom Line, ISSN (print) 0888-045X (Epub Ahead of Print)

Stone, Merlin, Aravopoulou, Eleni, Ekinci, Yuksel, Evans, Geraint, Hobbs, Matt, Labib, Ashraf, Laughlin, Paul, Machtynger, Jon and Machtynger, Liz (2020) Artificial intelligence (AI) in strategic marketing decision-making : a research agenda. The Bottom Line, 33(2), pp. 183-200. ISSN (print) 0888-045X

Stone, Merlin, Machtynger, Jon, Machtynger, Liz and Aravopoulou, Eleni (2019) The making of information nations. The Bottom Line, 33(1), pp. 12-26. ISSN (print) 0888-045X

Hughes, Tim, Stone, Merlin, Aravopoulou, Eleni, Tiu Wright, Len and Machtynger, Liz (2018) Academic research into marketing : many publications, but little impact? Cogent Business & Management, 5, p. 1516108. ISSN (online) 2331-1975

Stone, Merlin, Machtynger, Liz and Machtynger, Jon (2015) Managing customer insight creatively through storytelling. Journal of Direct, Data and Digital Marketing Practice, 17(2), pp. 77-83. ISSN (print) 1746-0166

Stone, Merlin, Foss, Bryan and Machtynger, Liz (1997) The UK consumer direct industry : a role model for relationship management? Long Range Planning, 30(3), pp. 353-363. ISSN (print) 0024-6301


Stone, Merlin, Woodcock, Neil and Machtynger, Liz (2000) Customer relationship marketing : get to know your customers and win their loyalty. 2nd ed. London, U.K. : Kogan Page. 228p. (Marketing in Action Series) ISBN 9780749427009

This list was generated on Wed Mar 3 06:59:41 2021 GMT.

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