Geraldine Cohen
Senior Lecturer
Contact Details
Brunel University
Uxbridge
UB8 3PH
United Kingdom
Summary
Geraldine Cohen PhD MBA (INSEAD) FHEA MCIM Chartered Marketer is Senior Lecturer in Marketing at Brunel Business School, Brunel University. She is Fellow of the Higher Education Academy, Member of the British Academy of Management, Member of the Chartered Institute of Marketing (CIM) since 1986 and Chartered Marketer since 1998. Geraldine has more than 25 years of International Business and Marketing experience acquired at Fairchild Semiconductors in Germany, Cummins Engine Company in the USA and Rank Xerox and ECI Ventures in the UK. In the 80s and part of the 90s she ran her own Marketing consultancy advising industrial and commercial clients as well as non-profit organisations.
Geraldine is Member of the Centre for Research in Marketing (CREAM) at Brunel University.
Board Experience:
Geraldine has been Non-Executive Director of the Mount Vernon and Watford Hospitals NHS Trust (1998 – 2000) and is a former Member of the Brunel University Senate (2004 – 2006).
Consultancy Experience:
Joint research project with ‘Branding for Talent’ consultancy on ‘Employer Branding and the Importance of Talent’ (2007) leading to ‘Branding for Talent’ (Learning Circle) workshops (2007 and 2008).
Teaching and Research
Teaching
Strategic Marketing
Marketing Communications
International Marketing
Introduction to Marketing
Introduction to Management Enquiry
Research Interests
- Marketing within Professional Service Firms (law, accountancy, architecture and design practices)
- Marketing innovation (development and promotion of new ideas, products, social constructs)
- Brands and Branding; Brand Loyalty; Employer Branding (developing successful brands)
- Entrepreneurship (management/marketing support for start-ups and SMEs)
- Learning and Teaching in Higher Education (advancing pedagogical methods and techniques)
Research Centres
Publications
Publications
Journal Papers
(2009) Juggessur, J. and Cohen, G., Is fashion promoting counterfeit brands?, Journal of Brand Management 16 383- 394
(2008) Melewar, TC., Hayday, D., Gupta, S. and Cohen, G., EU enlargement: A case study of branding standardisation, EuroMed Journal of Business 3 (2) : 179- 201
(2003) Harris, L. and Cohen, G., Marketing in the Internet age: What can we learn from the past?, Management Decision 41 (9) : 944- 956 Download publication
Conference Papers
(2011) Ueacharoenkit, S. and Cohen, G., Investigating the relationship between brand experience and loyalty, European, Mediterranean and Middle Eastern Conference on Information Systems
(2010) Asaad, Y., Cohen, G. and Melewar, TC., Export market orientation in UK universities: Some qualitative findings from the international marketing managers’ perspective, Academy of Marketing Conference
(2010) Vardas, H. and Cohen, G., Marketing eco-fashion: is it a fad, the future or utopia? Examining the role of sustainability marketing in the evolving segment of eco-fashion, British Academy of Management
(2008) Asaad, Y., Cohen, G. and Melewar, TC., Antecedents and consequences of market orientation in universities: Literature review and conceptual framework, Academy of Marketing Conference Download publication
(2007) Cohen, G. and Sims, D., Misunderstood or lacking legitimacy?, Academy of Marketing Conference Download publication
(2007) Cohen, G. and Sims, D., Contingency and institutional perspectives within the liberal professional organisation, British Academy of Management Conference Download publication
Book Chapters
(2011) Scandelius, C. and Cohen, G., A life cycle stakeholder management framework for enhanced collaboration between stakeholders with competing interests. In: Finkbeiner, M. ed. Towards life cycle sustainability management. Springer Download publication
(2003) Cohen, GT., E-commerce: global overview. In: Jackson, P., Harris, L. and Eckersley, PM. eds. E-business Fundamentals. London : Routledge 191- 223
(2002) Cohen, GT. and Harris, L., Branding. In: Harris, L. and Dennis, C. eds. Marketing the eBusiness. London : Routledge 130- 154
