University of Glamorgan

Robin Croft

Principal Lecturer
Business School

Tel 00 44 (0) 1443 483373
Room: H141

Qualifications

MA DipM MSc

About

Module Leader for Contemporary Approaches to Marketing Research, Direct & Electronic Marketing, Business Research Projects, Emerging Media in Marketing.
Appearing regularly in the national and regional press and broadcast media.
Advisor to government and media on pyramid selling.

Duties & Responsibilities

Award Tutor, MSc Marketing (CIM Diploma Holders)

Experience

Originally in sales and marketing in the packaging industry, specialising in the medical and pharmaceutical sector.

• Company director, management consulting, market research, graphic design
• Previously Senior Lecturer, University of Lincolnshire & Humberside

Research

Research Interests

Narrative approaches to consumer behaviour, interpersonal communication, network marketing, music and musicians

Current Research Activity

Narrative in political marketing and other areas

Selected Publications

Croft, Robin, Clive Boddy and Corinne Pentucci (2007), Say what you mean, mean what you say: an ethnographic approach to male and female conversations, International Journal of Market Research, 49:6, pp.715-34, ISSN 1470-7853

Boddy, Clive and Robin Croft (2007), The Strength of British Market Research Is British Market Researchers – A reply to Piercy, International Journal of Market Research, 49:3, pp.287-98, ISSN 1470-7853

Kubacki, Krzysztof and Robin Croft (2007) Show me the money: music, musicians and advertising, International Journal of the Arts in Society, 1:1, ISSN 1833-1866

Croft, Robin (2006), Folklore, families and fear: understanding consumption decisions through the oral tradition, Journal of Marketing Management, 22:9/10, pp1053-1076, ISSN 0267-257X

Kubacki, Krzysztof. and Robin Croft, (2006) Artists’ Attitudes To Marketing: A Cross-cultural Perspective. International Journal of Non-profit and Voluntary Sector Marketing, 11, pp. 335-345, ISSN 1465-4520

Chadderton, Chloe and Robin Croft (2006), Who is kidding whom? A study of complicity, seduction and deception in the marketplace, Social Responsibility Journal, 2:2, pp: 207-215, ISSN 1747-1117

Kubacki, Krzystof and Robin Croft (2005), Paying the Piper: Musicians and the Music Business, International Journal of Non-profit and Voluntary Sector Marketing, 10: 225-237, ISSN 1465-4520

Skinner, Heather and Robin Croft (2004), Creating the cool: exploring the concept of national branding, International Journal of Applied Marketing, 3:2, pp. 3-21 2004, ISSN 1742-2612

Kubacki, Krzysztof and Robin Croft (2004), Mass Marketing, Music and Morality, Journal of Marketing Management, 20:5/6, pp.577-590, ISSN 0267-257X

Dean, Dianne and Robin Croft (2001), Friends and Relations: long-term approaches to political campaigning, European Journal of Marketing., 35:11/12, December 2001, pp.1197-1216. ISSN: 0309-0566

Croft, Robin, Lindsay Cutts and Pat Mould (2000), Shifting the Risk: buyback provisions in Network Marketing, Journal of Consumer Policy, 23:2, pp.177-191, ISSN 0342-5843

Professional Memberships

Member Professional Development Advisory Board, Market Research Society 2002-7

External representation

External examiner:

currently

• University of Hertfordshire
• University of Westminster

previously

• London Guildhall University (1997 – 2001)
• Middlesex University (1998 to 2002)
• University of Salford (1997 – 2001)

Programme reviewer, Business Studies Undergraduate programmes, Hull University, 2002

Consultancy

• Knowledge Transfer Partnership, Niace, 2004-6
• Marketing, Corporate Identity and Branding: training for major south Wales voluntary organisation, 2003
• Study of consumer purchasing patterns in ferry travel, UK to Ireland, 2001