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Philip Stern
Emeritus Professor of Marketing
5088
+44 (0) 1392 725088
Streatham Court, University of Exeter, Rennes Drive, Exeter, EX4 4PU, UK
Philip Stern previously worked at Loughborough, Bangor and at Warwick Business Schools. He is a Senior Marketing Scientist and visiting Professor at the Ehrenberg-Bass Institute at the University of South Australia.
He has managed and contributed to numerous executive courses for companies including Unilever, TNT, Barclay’s, Diageo, Carlsberg, HSBC, and Severn-Trent.
His expertise and research has been sought by companies including Bristol Myers Squibb, GfK, Glaxo Smith Kline, Novartis, Lilly Industries, Napp Pharmaceuticals, Organon, Procter and Gamble, IQIVA, Avnet, Atkins and the National Audit Office.
Before becoming an academic Philip worked in new product development for Unilever and spent time in Nigeria running a cosmetic factory. He also worked for Avon in European category management.
Research interests
Philip’s research is focused on market segmentation, the pharmaceutical industry and the prescribing behaviour of general practitioners.
He has published many articles in journals including Management Science, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, European Journal of Marketing, Industrial Marketing Management, Marketing Letters, Journal of Business Research, Journal of Advertising Research, Long Range Planning, British Journal of Management, Omega, Journal of Brand Management, Communications Law.
He is also co-author of “Marketing Management and Strategy”, https://tinyurl.com/ydyms79g a leading text in the area and has contributed chapters to edited books.
Philip is interested in the realities of buying behaviour using real data to better understand the replicable patterns of consumption in a wide range of markets from fast moving consumer goods to pharmaceutical prescribing and from industrial contracting to charitable donation.
These realities often stand in contrast to the rhetoric frequently found in marketing literature: for example it transpires that pursuing customer loyalty is frequently quixotic rather than a strategy which makes economic sense.
Philip’s research leads directly to the development of empirical generalisations in the field of marketing and where possible generalisations which are simple and easy to use in practice.
Current research activities
Philip is collaborating with Professor Malcolm Wright at Massey University in New Zealand to identify the characteristics of innovative General Practitioners.
A second collaboration with Professor Wieringa of the University of Groningen and Professors Nenycz-Thiel and Dawes at the Ehrenberg-Bass Institute is examining category purchase behaviour including the Pareto share of retailers, on line versus off line purchase behaviour and gender-based loyalty patterns.
Other current collaborations:
- A study on Internet Diffusion and Its Effects on Physician Prescription Behaviour (with Professors Jank and Zantedeschi at the University of South Florida and Uktarsh Shrivastava of Western Michigan University)
- Modelling Competitive Reactions (with Professors Holtrop, Maastricht University and Wieringa and Gijsenberg at Groningen)
Key publications | Publications by category | Publications by year
Key publications
Stern P, Wright M (2016). The adoption of new prescription drugs is strongly associated with prior category prescribing rate. International Journal of Research in Marketing, 33(1), 220-224. Abstract. DOI.
Publications by category
Books
Doyle P, Stern P (2006). Marketing Management and Strategy., Pearson Education. Abstract.
Journal articles
Stern P, Faulkner M, Romanuik J (In Press). How sharing of supporters reveals competition amongst non-profit brands. Journal of Marketing Management Abstract.
Stern P, Keeling D, Rigby M, de Ruyter K, Bove L (In Press). Marketing as an Integrator in Integrated Care. European Journal of Marketing
Stern P (In Press). Re-examining age-related loyalty for low-involvement
purchasing. European Journal of Marketing Abstract. DOI.
Shrivastava U, Zantedeschi D, Jank W, Stern P (2023). The impact of increasing internet penetration on prescription choices and response to pharmaceutical detailing: a 10‐year empirical investigation. R&D Management DOI.
Mecredy PJ, Wright MJ, Feetham PM, Stern P (2022). Empirical generalisations in customer mindset metrics. JOURNAL OF CONSUMER BEHAVIOUR, 21(1), 102-120. Author URL. DOI.
Faulkner M, Romaniuk J, Stern P (2021). New versus Frequent Donors: Exploring the Behaviour of the Most Desirable Donors. Australasian Marketing Journal, 24(3), 198-204. Abstract. DOI.
Stern P, Keeling D, Rigby M, De Ruyter K, Bove L (2019). Marketing as an Integrator in Integrated Care. European Journal of Marketing, 52, 2194-2206. DOI.
Stern P, Sitta D, Faulkner M (2018). What can the brand manager expect from Facebook?. Australasian Marketing Journal Abstract.
Nikolopoulos K, Buxton S, Khammash M, Stern P (2016). Forecasting Branded and Generic Pharmaceuticals. International Journal of Forecasting, 27(2), 344-357. Abstract. DOI.
Nikolopoulos K, Buxton S, Khammash M, Stern P (2016). Forecasting branded and generic pharmaceuticals. International Journal of Forecasting, 32(2), 344-357. DOI.
Dibb S, Stern P (2016). Further Thoughts on the Marketing Trifid: the Case of Marketing Orientation. Journal of Marketing Education, 22(3), 214-224. Abstract. DOI.
Stern P, Wright M (2016). The adoption of new prescription drugs is strongly associated with prior category prescribing rate. International Journal of Research in Marketing, 33(1), 220-224. Abstract. DOI.
Wright MJ, Stern P (2015). Forecasting new product trial with analogous series. Journal of Business Research, 68(8), 1732-1738. Abstract. DOI.
Riebe E, Wright M, Stern P, Sharp B (2014). How to grow a brand: Retain or acquire customers?. Journal of Business Research, 67(5), 990-997. Abstract. DOI.
Stern P, Trinh G, Wright M (2014). The Relationship Between Household Life Cycle and Brand Loyalty. Advances in Consumer Research, 42, 387-391. Abstract.
Parry S, Jones R, Stern P, Robinson M (2013). "Shockvertising': an exploratory investigation into attitudinal variations and emotional reactions to shock advertising. JOURNAL OF CONSUMER BEHAVIOUR, 12(2), 112-121. Author URL. DOI.
McCabe J, Stern P, Dacko SG (2013). Purposeful empiricism: How stochastic modeling informs industrial marketing research. INDUSTRIAL MARKETING MANAGEMENT, 42(3), 421-432. Author URL. DOI.
McCabe J, Stern P, Dacko S (2013). Purposeful empiricism: How stochastic modeling informs industrial marketing research. Industrial Marketing Management, 2(3), 421-432. Abstract. DOI.
Robinson M, Parry S, Jones R, Stern PP (2013). Shock advertising: cultural differences and similarities. Journal of Consumer Behaviour: an international research review, 12(2), 112-121.
McCabe J, Dacko S, Stern PP (2012). Before and after: using the Dirichlet to analyze the sales impact of a sustained increase in promotional activity in an organizational market. Journal of Advertising Research, 52(2), 214-224. DOI.
Stern PP, Sharp B, Wright M, Dawes J, Driesener C, Stocchi L, Meyer-Waarden L (2012). It's a Dirichlet world: modelling individuals' loyalties reveals how brands compete, grow, and decline. Journal of Advertising Research, 52(2), 203-213. DOI.
Stern P, Gonzalez J, Sismeiro C, Dutta S (2008). Can branded drugs benefit from generic entry? the role of detailing and price in switching to non-bioequivalent molecules. , 5(4), 247-260. Abstract. DOI.
Gonzalez J, Sismeiro C, Dutta S, Stern P (2008). Can branded drugs benefit from generic entry? the role of detailing and price in switching to non-bioequivalent molecules. INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 25(4), 247-260. Author URL. DOI.
Saunders J, Stern P, Wensley R, Forrester R (2008). In Search of the Lemmus Lemmus: an Investigation into Convergent Competition. British Journal of Management, 11(s1), S81-S95. DOI.
Janakiraman R, Dutta S, Sismeiro C, Stern P (2008). Physicians' Persistence and its Implications for Their Response to Promotion of Prescription Drugs. Management Science, 54(6), 1080-1093. Abstract. DOI.
McCabe J, Stern P (2008). Stochastic modelling and industrial networks—complementary views of organisational buyer behavior. Journal of the Academy of Marketing Science, 37(2), 204-214. DOI.
Angwin D, Stern PP, Bradley S (2007). Strategic Practice During a Hostile Takeover Process:. The Bid for Blue Circle PLC. Journal of Strategic Management Education, 3
Stern PP (2005). Commentary of Identifying 'Dr Innovator' in the primary care sector in the UK. International Journal of Medical Marketing, 5(1), 85-87.
Stern P, Hammond K (2004). The Relationship Between Customer Loyalty and Purchase Incidence. Marketing Letters, 15(1), 5-19. DOI.
Angwin D, Stern PP, Bradley S (2004). The target CEO in a hostile takeover: can the Condemned Agent be Redeemed?. Long Range Planning, 37(3), 239-257.
Stern P (2002). How health managers see prescribing. Marketing Intelligence & Planning, 20(2), 104-112. Abstract. DOI.
Dibb S, Stern P, Wensley R (2002). Marketing knowledge and the value of segmentation. Marketing Intelligence & Planning, 20(2), 113-119. Abstract. DOI.
Stern PP (2000). Scrip's Guide to Successful Pharmaceutical Marketing. International Journal of Medical Marketing, 1(1), 88-89.
Stern PP (2000). The Industry Perspective on G.P Prescribing - How Good is it?. International Journal of Medical Marketing, 1(1), 20-32.
Stern P, Hogg A (1997). Branded pharmaceuticals — inevitable decline or opportunities for growth?. Journal of Brand Management, 4(5), 343-353. DOI.
Dibb S, Stern P (1995). Questioning the reliability of market segmentation techniques. Omega, 23(6), 625-636. DOI.
Stern P (1994). Prescriptions for branded and generic pharmaceuticals. Journal of Brand Management, 2(3), 177-183. DOI.
Chapters
Wieringa J, Osinga E, Conde E, Leeflang P, Stern P (2013). Modelling the effects of promotional efforts on aggregate pharmaceutical demand: what we know and challenges for the future. In Ding M, Eliashberg J, Stremmerch S (Eds.) Innovation and Marketing in the Pharmaceutical Industry, New York: Springer, 591-628. Abstract. DOI.
Conferences
Stern P, Wright M, Faulkner M, Konopka R (2016). Predictable Patterns of Prescribing Innovation. Author URL. DOI.
Publications by year
In Press
Stern P, Faulkner M, Romanuik J (In Press). How sharing of supporters reveals competition amongst non-profit brands. Journal of Marketing Management Abstract.
Stern P, Keeling D, Rigby M, de Ruyter K, Bove L (In Press). Marketing as an Integrator in Integrated Care. European Journal of Marketing
Stern P (In Press). Re-examining age-related loyalty for low-involvement
purchasing. European Journal of Marketing Abstract. DOI.
2023
Shrivastava U, Zantedeschi D, Jank W, Stern P (2023). The impact of increasing internet penetration on prescription choices and response to pharmaceutical detailing: a 10‐year empirical investigation. R&D Management DOI.
2022
Mecredy PJ, Wright MJ, Feetham PM, Stern P (2022). Empirical generalisations in customer mindset metrics. JOURNAL OF CONSUMER BEHAVIOUR, 21(1), 102-120. Author URL. DOI.
2021
Faulkner M, Romaniuk J, Stern P (2021). New versus Frequent Donors: Exploring the Behaviour of the Most Desirable Donors. Australasian Marketing Journal, 24(3), 198-204. Abstract. DOI.
2019
Stern P, Keeling D, Rigby M, De Ruyter K, Bove L (2019). Marketing as an Integrator in Integrated Care. European Journal of Marketing, 52, 2194-2206. DOI.
2018
Stern P, Sitta D, Faulkner M (2018). What can the brand manager expect from Facebook?. Australasian Marketing Journal Abstract.
2016
Nikolopoulos K, Buxton S, Khammash M, Stern P (2016). Forecasting Branded and Generic Pharmaceuticals. International Journal of Forecasting, 27(2), 344-357. Abstract. DOI.
Nikolopoulos K, Buxton S, Khammash M, Stern P (2016). Forecasting branded and generic pharmaceuticals. International Journal of Forecasting, 32(2), 344-357. DOI.
Dibb S, Stern P (2016). Further Thoughts on the Marketing Trifid: the Case of Marketing Orientation. Journal of Marketing Education, 22(3), 214-224. Abstract. DOI.
Stern P, Wright M, Faulkner M, Konopka R (2016). Predictable Patterns of Prescribing Innovation. Author URL. DOI.
Stern P, Wright M (2016). The adoption of new prescription drugs is strongly associated with prior category prescribing rate. International Journal of Research in Marketing, 33(1), 220-224. Abstract. DOI.
2015
Wright MJ, Stern P (2015). Forecasting new product trial with analogous series. Journal of Business Research, 68(8), 1732-1738. Abstract. DOI.
2014
Riebe E, Wright M, Stern P, Sharp B (2014). How to grow a brand: Retain or acquire customers?. Journal of Business Research, 67(5), 990-997. Abstract. DOI.
Stern P, Trinh G, Wright M (2014). The Relationship Between Household Life Cycle and Brand Loyalty. Advances in Consumer Research, 42, 387-391. Abstract.
2013
Parry S, Jones R, Stern P, Robinson M (2013). "Shockvertising': an exploratory investigation into attitudinal variations and emotional reactions to shock advertising. JOURNAL OF CONSUMER BEHAVIOUR, 12(2), 112-121. Author URL. DOI.
Wieringa J, Osinga E, Conde E, Leeflang P, Stern P (2013). Modelling the effects of promotional efforts on aggregate pharmaceutical demand: what we know and challenges for the future. In Ding M, Eliashberg J, Stremmerch S (Eds.) Innovation and Marketing in the Pharmaceutical Industry, New York: Springer, 591-628. Abstract. DOI.
McCabe J, Stern P, Dacko SG (2013). Purposeful empiricism: How stochastic modeling informs industrial marketing research. INDUSTRIAL MARKETING MANAGEMENT, 42(3), 421-432. Author URL. DOI.
McCabe J, Stern P, Dacko S (2013). Purposeful empiricism: How stochastic modeling informs industrial marketing research. Industrial Marketing Management, 2(3), 421-432. Abstract. DOI.
Robinson M, Parry S, Jones R, Stern PP (2013). Shock advertising: cultural differences and similarities. Journal of Consumer Behaviour: an international research review, 12(2), 112-121.
2012
McCabe J, Dacko S, Stern PP (2012). Before and after: using the Dirichlet to analyze the sales impact of a sustained increase in promotional activity in an organizational market. Journal of Advertising Research, 52(2), 214-224. DOI.
Stern PP, Sharp B, Wright M, Dawes J, Driesener C, Stocchi L, Meyer-Waarden L (2012). It's a Dirichlet world: modelling individuals' loyalties reveals how brands compete, grow, and decline. Journal of Advertising Research, 52(2), 203-213. DOI.
2008
Stern P, Gonzalez J, Sismeiro C, Dutta S (2008). Can branded drugs benefit from generic entry? the role of detailing and price in switching to non-bioequivalent molecules. , 5(4), 247-260. Abstract. DOI.
Gonzalez J, Sismeiro C, Dutta S, Stern P (2008). Can branded drugs benefit from generic entry? the role of detailing and price in switching to non-bioequivalent molecules. INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 25(4), 247-260. Author URL. DOI.
Saunders J, Stern P, Wensley R, Forrester R (2008). In Search of the Lemmus Lemmus: an Investigation into Convergent Competition. British Journal of Management, 11(s1), S81-S95. DOI.
Janakiraman R, Dutta S, Sismeiro C, Stern P (2008). Physicians' Persistence and its Implications for Their Response to Promotion of Prescription Drugs. Management Science, 54(6), 1080-1093. Abstract. DOI.
McCabe J, Stern P (2008). Stochastic modelling and industrial networks—complementary views of organisational buyer behavior. Journal of the Academy of Marketing Science, 37(2), 204-214. DOI.
2007
Angwin D, Stern PP, Bradley S (2007). Strategic Practice During a Hostile Takeover Process:. The Bid for Blue Circle PLC. Journal of Strategic Management Education, 3
2006
Doyle P, Stern P (2006). Marketing Management and Strategy., Pearson Education. Abstract.
2005
Stern PP (2005). Commentary of Identifying 'Dr Innovator' in the primary care sector in the UK. International Journal of Medical Marketing, 5(1), 85-87.
2004
Stern P, Hammond K (2004). The Relationship Between Customer Loyalty and Purchase Incidence. Marketing Letters, 15(1), 5-19. DOI.
Angwin D, Stern PP, Bradley S (2004). The target CEO in a hostile takeover: can the Condemned Agent be Redeemed?. Long Range Planning, 37(3), 239-257.
2002
Stern P (2002). How health managers see prescribing. Marketing Intelligence & Planning, 20(2), 104-112. Abstract. DOI.
Dibb S, Stern P, Wensley R (2002). Marketing knowledge and the value of segmentation. Marketing Intelligence & Planning, 20(2), 113-119. Abstract. DOI.
2000
Stern PP (2000). Scrip's Guide to Successful Pharmaceutical Marketing. International Journal of Medical Marketing, 1(1), 88-89.
Stern PP (2000). The Industry Perspective on G.P Prescribing - How Good is it?. International Journal of Medical Marketing, 1(1), 20-32.
1997
Stern P, Hogg A (1997). Branded pharmaceuticals — inevitable decline or opportunities for growth?. Journal of Brand Management, 4(5), 343-353. DOI.
1995
Dibb S, Stern P (1995). Questioning the reliability of market segmentation techniques. Omega, 23(6), 625-636. DOI.
1994
Stern P (1994). Prescriptions for branded and generic pharmaceuticals. Journal of Brand Management, 2(3), 177-183. DOI.
External positions
- Senior Marketing Scientist and Visiting Professor Ehrenberg - Bass Institute University of South Australia
- Chair of the European Board of the Ehrenberg-Bass Institute for Marketing Science
- Editorial Board Industrial Marketing Management
- Editorial Board Journal of Medical Marketing
Everyone is a consumer and their experience of marketing provides an understanding of many aspects of the discipline. This provides the basis for class discussions about key marketing issues.
Philip is particularly interested in applying the results of his research to teaching and this often challenges participant preconceptions about how to succeed in the marketplace.
He is a keen user of case-studies and simulations which help course participants to contextualise and experiment with important constructs.
Modules
2022/23
Information not currently available