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Prof. Charles Dennis is Associate Editor (Retailing) of the European Journal of Marketing; and Professor of Marketing and Retailing and Director of Research Lincoln Business School, the University of Lincoln (UK). His teaching and research area is (e-)retail and consumer behaviour – the vital final link of the Marketing process. Charles is a Chartered Marketer and has been elected a Fellow of the Chartered Institute of Marketing for helping to modernise the teaching of the discipline. Charles was awarded the Vice Chancellor’s Award for Teaching Excellence for improving the interactive student learning experience atBrunelUniversity.


Charles has published in journals such as Journal of Business Research, Journal of Marketing Management and European Journal of Marketing. Books include Marketing the e-Business, (1st & 2nd editions) (joint-authored with Dr Lisa Harris); the research monograph (combined textbook) e-Retailing (Routledge) and 网上零售理论与实务  中国物资出版社 (China Logistics Publishing House); and research monograph Objects of Desire: Consumer Behaviour in Shopping Centre Choice (Palgrave). His research into shopping styles has received extensive coverage in the popular media including TV appearances with Sir Trevor McDonald OBE and Adrian Edmondson.

Pure research into why people buy has led to applied research projects on both business and public funded research, making contributions to knowledge and impact of commercial value to the real world of business and the community, including for example, developing a new environmental psychology conceptual framework for shopper responses to retail atmospherics – the ‘SEER’ model. Prof. Charles Dennis’s current research focuses on (e-)shopping behaviour, especially in relation to social networkingResearch projects and dissertations welcomed (Commercial, PhD, Masters and Undergraduate):

  • Consumer Behaviour: Choices of Shopping Malls
  • Consumer Behaviour: Digital Communications Networks
  • Consumer Behaviour: e-Shopping and m-Shopping
  • Consumer Behaviour: Evolutionary Psychology.

Sponsors, associate offers and reciprocal links welcomed on relevant topics. 

Marketing the e-Business, 2nd edition, by Lisa Harris and Charles Dennis features coverage of Marketing as it really is, with coverage of emerging topics such as:

  • e-Retailing
  • e-Consumer behavior
  • Social networking and blog marketing
  • e-Segmentation
  • Customer relationship marketing online.

e-Marketing is growing in significance and having a direct impact on marketing strategies and operations. This book analyses the benefits of e-marketing and the strategy and tactics that make it work. Written in an accessible style yet with scholarly rigorour, the  book is ideal for students, practioners and as a reference for researchers. 

Marketing the e-Business addresses, in a well structured manner, all the key issues of this often complex topic. It will prove invaluable to those seeking to enhance their knowledge of the domain, both from a practical and academic standpoint’  – Professor Steve Clarke, University of Hull Business School.

‘A well-written and well-structured guide to marketing for e-business – covers all essential marketing concepts and activities adapted for the e-business environment, well supported with case studies and learning activities.’ – Professor Brian Terry, Richmond American University in London.                     Marketing the e-Business 

Measuring image: shopping centre case studies                                                                                                          Featured paper:Dennis C E, Murphy J, Marsland D, Cockett W and Patel T (2002) ‘Measuring image: shopping centre case studies’, International Review of Retail, Distribution and Consumer Research, 12 (4): 353-373.Seminal paper on shopping mall / centre / center branding, downloaded over 1000 times!Shopping Malls can be branded! http://bura.brunel.ac.uk/handle/2438/734 ‘Branding’ is well known for consumer products but power has shifted from manufacturers’ brands towards retailers. The term ‘image’ is more common than ‘brand’ in the context of shopping centres, but ‘branding’ may become more important. In this study, the authors first investigated qualitatively, asking shoppers to describe centres in ‘personality’ terms and eliciting clear descriptive differences between centres. For example, one in-town centre was ‘dull, boring and old-fashioned . . . not exciting, just OK’; a larger regional centre was ‘trendy, prestigious . . . strong, vibrant, big and colourful’. Second, the authors evaluated six UK shopping centres quantitatively using a questionnaire survey (n = 287). The ’strong and vibrant’ centre scored significantly higher than the ‘dull and boring’ one. Despite ‘branding’ being little used by shopping centres, those with the better ‘brand images’ tended to have larger catchment areas, sales and rental incomes.                                                             Measuring image: shopping centre case studies


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