Dr Charles Graham

Adjunct Professor

Charles is an Adjunct Professor of the Institute based in London. He is an active member of the Institute’s category growth research team and has contributed to a number of market research projects for the Institute’s Corporate Sponsors.

Charles has extensive experience in long-term behavioural loyalty and competitive market structures. His wider research interests include category growth, predictable outcomes of retail footfall flows and the audience for in-app advertising. His work has been published in International Marketing Review, The Journal of Strategic Marketing, Journal of Retailing and Consumer Services and the Australasian Marketing Journal.

Academic Publications

Sharp, B., Romaniuk, J., Graham, C., 2019, Marketing’s 60/20 Pareto Law
Bennett, D., Graham, C., and Nagy, M., 2019, ‘Why Include the BoP in your Marketing Strategy?’, International Marketing Review, 37 (1) 76-97.

Graham, C., Khan, K., & Ilyas, M., 2019, ‘Estimating the value of passing trade from pedestrian density’, Journal of Retailing and Consumer Services, 46.103-111.

Graham, C., Bennett, D., Franke, K., Henfrey, C. L., & Nagy-Hamada, M., 2017, ‘Double Jeopardy – 50 years on. Reviving a forgotten tool that still predicts brand loyalty’, Australasian Marketing Journal, 25(4), 278-287.

Scriven, J., Bound, J., & Graham, C., 2017, ‘Making sense of common Dirichlet deviations’, Australasian Marketing Journal, 25(4), 294-308.

Bennett, D., & Graham, C., 2010, ‘Is loyalty driving growth for the brand in front? A two-purchase analysis of car category dynamics in Thailand’, Journal of Strategic Marketing, 18(7), 573-585.

Graham, C. D. A., 2009, ‘What’s the point of Marketing anyway? The prevalence, temporal extent and implications of long-term market share equilibrium’, Journal of Marketing Management, 25(9-10), 867-874.

Nagy,M., Bennett, D. and Graham, C., ‘2019, ‘A Framework for Growth at the Bottom of the Pyramid’, Academy of Marketing, London, UK.

Nagy,M., Bennett, D. and Graham, C., 2019, ‘Think Category Not Brand to Break Through at the Bottom of the Pyramid’, European Marketing Academy Conference (EMAC), Hamburg, Germany.

Anesbury, Z., Graham, C., & Bennett, D., 2018, ‘The effect of cumulative category and brand growth on competitive intensity’, ANZMAC, Adelaide, Australia.

Franke, K., Bennett, D., & Graham, C., 2018, ‘Loyalty Deviations and the Small Brand Syndrome’, ANZMAC, Adelaide, Australia.

Nenycz-Thiel, M., Graham, C., Dawes, J., McColl, B., Tanusondjaja, A., Martin, J., & Victory, K., 2018, ‘How markets grow. The factors associated with category expansion’, ANZMAC 2018, Adelaide, Australia.

Nenycz-Thiel, M., McColl, B., Dawes, J., Trinh, G., & Graham, C., 2018, ‘Predicting Category Growth from Quarterly Penetration’, ANZMAC, Adelaide, Australia.

Henfrey, C., Graham, C., & Bennett, D., 2018, ‘The Effects of Brand Portfolio Management on Brand Choice Behaviour’, Academy of Marketing, Stirling, UK.

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