Associate Professor Roger Brooksbank
Associate Professor of Marketing
Undergraduate/Graduate Convenor for Marketing
Keywords
Management; Market Research; Marketing; Strategic Management
Marketing competitiveness, Marketing strategy, Marketing within SMEs
Qualifications: BA, MBA, Dip M, PhD
Contact Details
Email: rogerb@waikato.ac.nzRoom: 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
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. (2019). They're only words. The International Journal of Sales Transformation, 5(4), 48-50.
Brooksbank, R., Fullerton, S., & Miller, S. (2018). Technology-based marketing strategies through the consumables lens: How interrelated are perceptions of ethicality and effectiveness. In Institute for Global Business Research Conference Proceedings (pp. 97). Nashville, USA: Institute for Global Business Research. Open Access version: https://hdl.handle.net/10289/12655