Loading content
Professor Philip Stern

Professor Philip Stern

Professor of Marketing, Director of Research (Organisation Studies)


+44 (0) 1392 725971

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.

Details as at

Sorry an error has occurred

{"Message":"An error has occurred."}

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.