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Dr Mark Kilgour

Mark Kilgour

Senior Lecturer in Marketing

Keywords

Advertising

Creativity Innovation

Qualifications: BMS, MMS (Dist.), PhD


Contact Details

Email: [email protected]
Room: MSB.4.19
Phone: +64 7 837 9268
Cellphone: 021 1177 516

Papers Taught

About Mark

Dr Mark Kilgour is serious about marketing and the role of marketers in top-level management. "Marketing is not a soft business skill at all, it's about understanding the customer in different and ever-changing environments," he says. "It's about knowing how to read, analyse and forecast trends and about influencing and directing long-term strategy."

Mark's been in business and consulted widely, particularly in Asia, but more recently he decided he wanted to be shaping the future of marketing, not just working in it. "I'm interested in creative thinking, the creative thinking process and the links between intelligence and creativity. It's fascinating seeing how ideas come together, combining thoughts that perhaps haven't been combined before and coming up with something new."

He's also interested in how existing knowledge helps or hinders creative thought. Mark feels New Zealanders still haven't fully adapted to doing business in a global economy and thinks that for a small country like New Zealand, distribution and promotion need a stronger focus.

He sees consumer interaction with media as driving change. "New media is continuing to evolve and these new methods of communication are changing the way consumers interact with organisations from content marketing to omnichannel retailing"

Research Interests

Creativity and Innovation, The Creative Thinking Process, Advertising, Omni-Channel, Social Media Marketing

Recent Publications

  • Kilgour, M. (2020). Advertising. In M. Runco, & S. Pritzker (Eds.), Encyclopedia of Creativity (3rd ed., pp. 12-17). Academic Press.

  • West, D., Koslow, S., & Kilgour, M. (2019). Future directions for advertising creativity research. Journal of Advertising, 48(1), 102-114. doi:10.1080/00913367.2019.1585307

  • Kilgour, M., Koslow, S., & O'Connor, H. (2019). Why do great creative ideas get rejected?. Journal of Advertising Research, online, 17 pages. doi:10.2501/jar-2019-028

  • O'Connor, H., Kilgour, M., & Koslow, S. (2019). Advertising creatives at work: How dialogue processes influence originality and strategy.. In ICORIA 2019. Krems, Austria.

Find more research publications by Mark Kilgour