Associate Professor Roger Brooksbank

Roger Brooksbank

Associate Professor of Marketing
Undergraduate/Graduate Convenor for Marketing


Management; Market Research; Marketing; Strategic Management

Marketing competitiveness, Marketing strategy, Marketing within SMEs

Qualifications: BA, MBA, Dip M, PhD

Contact Details

Room: MSB.4.21
Phone: +64 7 837 9264

Papers Taught

About Roger

Roger Brooksbank BA, MBA, Dip M, PhD is currently Associate Professor of Marketing at the University of Waikato, New Zealand, with previous experience as a Sales Executive, Sales Manager, Sales & Marketing Manager, Marketing Director and Business Owner.

His research interests lie in all aspects of strategic marketing and business competitiveness and he is the author or co-author of over 200 publications in these areas, including 7 books and 51 refereed journal articles – attracting in excess of 1100 citations. Roger has also acted as an independent marketing consultant, seminar leader, conference speaker or sales trainer to more than 90 clients throughout Europe and Australasia in both the private and public sectors.

In his role as a professional educator Roger has taught a variety of marketing courses at all levels and he is a recipient of his School’s Outstanding Teaching Award.

Research Supervised

Roger has supervised approximately 20 postgraduate studies at the Diploma, Masters, and PhD level, together with approximately 80 undergraduate projects.  He was the convenor for the University of Waikato fourth-year BMS paper Report of an Investigation from 1995 to 2010.

Research Interests

All aspects of strategic marketing and business competitiveness.

Recent Publications

  • Brooksbank, R., & Fullerton, S. (2020). Cognitive dissonance revisited: A typology of B2B buyers' post-decision ‘cognitive states’ and its implications for sales professionals. Asia Pacific Journal of Marketing and Logistics, online. doi:10.1108/APJML-01-2019-0068

  • Brooksbank, R. (2019). They're only words. The International Journal of Sales Transformation, 5(4), 48-50.

  • Fullerton, S., Brooksbank, R., & Neale, L. (2019). Measuring the effectiveness of technology-based marketing strategies from the consumer perspective. European Business Review, 31(6), 813-830. doi:10.1108/EBR-11-2017-0208

  • Brooksbank, R., Subhan, Z., & Calderwood, R. (2018). How applicable are conventional strategic marketing practices in emerging methods? An exploratory study in India. International Journal of Emerging Markets, 13(5), 959-979. doi:10.1108/IJoEM-06-2017-0205

Find more research publications by Roger Brooksbank