Dr Mark Kilgour

Mark Kilgour

Senior Lecturer in Marketing



Creativity Innovation

Qualifications: BMS, MMS (Dist.), PhD

Contact Details

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

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 growing and these new methods of communication, like FaceBook and YouTube are changing the way consumers interact with organisations."

Research Supervised

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.

  • 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

  • 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

  • John, S., Larke, R., & Kilgour, M. (2018). Applications of social media for medical tourism marketing: An empirical analysis. Anatolia: an international journal of tourism and hospitality research, 29(4), 553-565. doi:10.1080/13032917.2018.1473261

Find more research publications by Mark Kilgour