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Professor Philip Stern

Professor Philip Stern

Professor of Marketing

5971

+44 (0) 1392 725971

0.64
Streatham Court, University of Exeter, Rennes Drive, Exeter, EX4 4PU, UK

Philip Stern joined Exeter Business School in September 2013. He previously worked at Loughborough, Bangor and at Warwick Business School. He holds a visiting Professorship 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, IMS, Premier Farnell, 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 clusters

Research interests

  • research into branded versus generic pharmaceuticals;
  • the impact of promotion on sales;
  • forecasting trial of new brands;
  • identifying innovators;
  • brand decline;
  • charitable donation behaviour;
  • industrial contracting.

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, 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”, http://tinyurl.com/35cxefs 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 activity

Philip is currently undertaking a co-creation project funded by the Economic and Social Research Council between Exeter University Business School and the Crown Commercial Service which is an executive agency of the Cabinet Office responsible for providing commercial services to the public sector and improving government commercial and procurement activity. The Cabinet Office is a department of the Government of the United Kingdom. The aim of this ESRC project is to explore ways of helping to meet procurement targets for SMEs by 2020.

Philip is also collaborating with Professor Malcolm Wright at Massey University in New Zealand to identify the characteristics of innovative General Practitioners.

A third collaboration with Professor Wieringa of the Univerity of Groningen and Professor Nenycz-Thiel at the University of South Australia is examining patterns of cross-category purchase behaviour.

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.
Wright MJ, Stern P (2015). Forecasting new product trial with analogous series. Journal of Business Research, 68(8), 1732-1738. Abstract.

Publications by category


Books

Doyle P, Stern P (2006). Marketing Management and Strategy., Pearson Education. Abstract.

Journal articles

Nikolopoulos K, Buxton S, Khammash M, Stern P (2016). Forecasting branded and generic pharmaceuticals. International Journal of Forecasting, 32(2), 344-357. Full text.
Faulkner M, Romaniuk J, Stern P (2016). New versus frequent donors: Exploring the behaviour of the most desirable donors. Australasian Marketing Journal (AMJ), 24(3), 198-204. Full text.
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.
Wright MJ, Stern P (2015). Forecasting new product trial with analogous series. Journal of Business Research, 68(8), 1732-1738. Abstract.
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.
Stern P, Trinh G, Wright M (2014). The Relationship Between Household Life Cycle and Brand Loyalty. Advances in Consumer Research, 42, 387-391. Abstract.  Full text.
McCabe J, Stern P, Dacko S (2013). Purposeful empiricism: How stochastic modeling informs industrial marketing research. Industrial Marketing Management, 2(3), 421-432. Abstract.
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.
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.
McCabe J, Stern P (2009). Stochastic modelling and industrial networks—complementary views of organisational buyer behavior. Journal of the Academy of Marketing Science, 37(2), 204-214.
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.
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.
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.
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.
Dibb S, Stern P, Wensley R (2002). Marketing knowledge and the value of segmentation. Marketing Intelligence & Planning, 20(2), 113-119.
Dibb S, Stern P (2000). Further Thoughts on the Marketing Trifid: the Case of Marketing Orientation. Journal of Marketing Education, 22(3), 214-224.
Saunders J, Stern P, Wensley R, Forrester R (2000). In Search of the Lemmus Lemmus: an Investigation into Convergent Competition. British Journal of Management, 11(s1), S81-S95.
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.
Dibb S, Stern P (1995). Questioning the reliability of market segmentation techniques. Omega, 23(6), 625-636.
Stern P (1994). Prescriptions for branded and generic pharmaceuticals. Journal of Brand Management, 2(3), 177-183.

Chapters

Wieringa J, Osinga E, Conde E, Leeflang P, Stern P (2014). 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.

Publications by year


2016

Nikolopoulos K, Buxton S, Khammash M, Stern P (2016). Forecasting branded and generic pharmaceuticals. International Journal of Forecasting, 32(2), 344-357. Full text.
Faulkner M, Romaniuk J, Stern P (2016). New versus frequent donors: Exploring the behaviour of the most desirable donors. Australasian Marketing Journal (AMJ), 24(3), 198-204. Full text.
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.

2015

Wright MJ, Stern P (2015). Forecasting new product trial with analogous series. Journal of Business Research, 68(8), 1732-1738. Abstract.

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.
Wieringa J, Osinga E, Conde E, Leeflang P, Stern P (2014). 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.
Stern P, Trinh G, Wright M (2014). The Relationship Between Household Life Cycle and Brand Loyalty. Advances in Consumer Research, 42, 387-391. Abstract.  Full text.

2013

McCabe J, Stern P, Dacko S (2013). Purposeful empiricism: How stochastic modeling informs industrial marketing research. Industrial Marketing Management, 2(3), 421-432. Abstract.
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.
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.

2009

McCabe J, Stern P (2009). Stochastic modelling and industrial networks—complementary views of organisational buyer behavior. Journal of the Academy of Marketing Science, 37(2), 204-214.

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.
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.

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.
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.
Dibb S, Stern P, Wensley R (2002). Marketing knowledge and the value of segmentation. Marketing Intelligence & Planning, 20(2), 113-119.

2000

Dibb S, Stern P (2000). Further Thoughts on the Marketing Trifid: the Case of Marketing Orientation. Journal of Marketing Education, 22(3), 214-224.
Saunders J, Stern P, Wensley R, Forrester R (2000). In Search of the Lemmus Lemmus: an Investigation into Convergent Competition. British Journal of Management, 11(s1), S81-S95.
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.

1995

Dibb S, Stern P (1995). Questioning the reliability of market segmentation techniques. Omega, 23(6), 625-636.

1994

Stern P (1994). Prescriptions for branded and generic pharmaceuticals. Journal of Brand Management, 2(3), 177-183.

External positions

  • Visiting Professor Ehrenberg - Bass Institute University of South Australia
  • 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

2016/17