Centre for Research in Marketing
The Centre for Research in Marketing (CREAM) is directed by Professor John M.T. Balmer. The centre is the focus for the Brunel University Business School's marketing research including around 15 PhD scholars. This lively, hard-working, and collegial group of research-active scholars is active on a variety of research projects and scholarly initiatives. Whilst international by background, it is a group –very much the English University research tradition – which "punches above its weight". The centre's mission is to develop, facilitate and celebrate the marketing group's research, scholarship and published scholarly output. The vision of Professor John M.T. Balmer, Director of CREAM, is that the centre's marketing research should be of international standing: research that should make a strong theoretical contribution and research that should, in addition, strive to "marry the cerebral with the practical”. As such, the centre seeks to produce research – especially ground-breaking pioneering research - that not only advances knowledge but, in addition, has a wide institutional and societal utility. The latter is in accordance with the corporate brand ethos of Brunel University London and a tradition which materially draws on many of the diverse precepts of the almost one thousand years old English University tradition. Our research and scholarship materially influences our teaching: the pioneering MSc in Applied Corporate Brand Management is a case in point.
Marketing faculty enjoy an unparalleled international research profile especially in the fields of corporate marketing, corporate brand management and corporate heritage and are known for their scholarship in B-B marketing, ethical corporate marketing, history of corporate communications, services marketing and international marketing etc. They are active as guest editors of journals; as conference organisers; and as productive authors of articles published in leading academic journals viz: California Management Review, Industrial Marketing Management, European Journal of Marketing, Journal of Marketing Management, Journal of Business Ethics, Journal of Business Research, Journal of Services Marketing, International Studies of Management and Organizations, Journal of General Management, Long Range Planning and The British Journal of Management.
The Director organises a number of research-related events each academic year. This includes the well-established two day marketing research retreat held every year in Brighton. PhD workshops and research seminars are also organised. In recent years, prominent marketing scholars have delivered research master classes including: such as Professor Sen, Professor Kumar and Professor Abratt.
Visiting Professor Stephen A. Greyser (Harvard Business School) is a member of the group and regularly participates in the centre’s research workshops.