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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 previously worked at Loughborough, Bangor and at Warwick Business Schools. 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, 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 ScienceJournal 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:

  • Examining charitable donation behaviour (with Professors Faulkner and Romaniuk at the University of South Australia),
  • 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.  Full text. 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.

Publications by category


Books

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

Journal articles

Stern P, Keeling D, Rigby M, de Ruyter K, Bove L (In Press). Marketing as an Integrator in Integrated Care. European Journal of Marketing Full text.
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. Full text. DOI.
Stern P, Sitta D, Faulkner M (2018). What can the brand manager expect from Facebook?. Australasian Marketing Journal Abstract.  Full text.
Stern P, Nikolopoulos K, Buxton S (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. Full text. 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. DOI.
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. 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.  Full text. 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.  Full text.
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 S (2013). Purposeful empiricism: How stochastic modeling informs industrial marketing research. Industrial Marketing Management, 2(3), 421-432. 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.
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. 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. DOI.
Dibb S, Stern P, Wensley R (2002). Marketing knowledge and the value of segmentation. Marketing Intelligence & Planning, 20(2), 113-119. 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 (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.

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, Keeling D, Rigby M, de Ruyter K, Bove L (In Press). Marketing as an Integrator in Integrated Care. European Journal of Marketing Full text.

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. Full text. DOI.

2018

Stern P, Sitta D, Faulkner M (2018). What can the brand manager expect from Facebook?. Australasian Marketing Journal Abstract.  Full text.

2016

Stern P, Nikolopoulos K, Buxton S (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. Full text. 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. DOI.
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. 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.  Full text. 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.
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

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 S (2013). Purposeful empiricism: How stochastic modeling informs industrial marketing research. Industrial Marketing Management, 2(3), 421-432. 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.
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. 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. DOI.
Dibb S, Stern P, Wensley R (2002). Marketing knowledge and the value of segmentation. Marketing Intelligence & Planning, 20(2), 113-119. 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

  • 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

2020/21