Mrs Liz Machtynger


Director of Undergraduate Business

I am the Director of Undergraduate Business and responsible for the redesign of the Undergraduate Programmes in Kingston Business School. I teach Strategic Management,  Marketing and Innovation and MBA Consultancy modules and have previously taught International Business, Marketing Communications and employability skills  on undergraduate as well as postgraduate courses.

I am responsible for the future skills/employability workstream across the business school driving our approach to ensuring that all of our students are supported into their preferred future directions and careers. I also bring people together from outside the university, within the university to challenge and develop our programmes and the way we teach them as well as to network and add value to all parties.

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 work on exciting Management KTP projects with combined teams of  experts, consultants and researchers to innovate new propositions and strategies.

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

Director of Undergraduate Business and Associate Professor


  • MBA Management, City University (Distinction)
  • BA Hons French, German, Linguistics & Computing Essex University
  • Fellowship of Higher Education Academy FHEA
  • Certified Management and Business Educator CMBE
  • Fellow Institute Direct Marketing FIDM
  • Associate Chartered Institute for Personnel and Development

Teaching and learning


Areas of specialism

  • Strategy
  • Customer Strategy
  • Digital Marketing & AI


Number of items: 11.


Stone, Merlin, Aravopoulou, Eleni, Stott, Ryan, Parnell, Brett David, Machtynger, Jon, Foss, Bryan and Machtynger, Liz (2021) The evolution of business models of information and communication technology suppliers. The Bottom Line, 34(1), pp. 1-19. ISSN (print) 0888-045X

Stone, Merlin, Aravopoulou, Eleni, Scott, Ryan, Parnell, Brett, Machtynger, Jon and Machtynger, Liz (2021) Reciprocating business model innovation – how client and supplier models interact. Journal of Business-to-Business Marketing, 28(2), pp. 187-202. ISSN (print) 1051-712X

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

Book Section

Stone, Merlin, Moutinho, Luiz, Ekinci, Yuksel, Labib, Ashraf, Evans, Geraint, Aravopoulou, Eleni, Laughlin, Paul, Hobbs, Matt, Machtynger, Jon and Machtynger, Liz (2021) Artificial intelligence in marketing and marketing research. In: Wright, Len Tiu , Moutinho, Luiz , Stone, Merlin and Bagozzi, Richard P., (eds.) The Routledge companion to marketing research. Abingdon, U.K. : Routledge. pp. 147-163. (Routledge Companions in Business, Management and Accounting) ISBN 9781138682788

Stone, Merlin, Foss, Bryan, Woodcock, Neil, Starkey, Michael, Mullaly, John, Machtynger, Liz, Harvey, Rich and Scheld, Brian (2002) Implementing CRM. In: Foss, Bryan and Stone, Merlin, (eds.) CRM in financial services : a practical guide to making customer relationship marketing work. London, U.K. : Kogan Page. pp. 527-555. ISBN 9780749436964

Sound Recording

Machtynger, Liz (2008) Customer management in financial services. (Talk with slides). Henry Stewart Talks. (39 min.) (The Business & Management Collection : Financial Services Marketing)

This list was generated on Wed Nov 30 06:48:30 2022 GMT.

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