My research work tells the story of the individual consumer.
Traditional marketing treats consumers as the outcome of structures, patterns and regularities. I would like to claim that this leads to marketing failure.
Instead, we need to focus on individual differences, learn how consumers move from one discourse to another and how they are negotiating their lives to suit their individual circumstances.
I promote: Mass Customisation, Visual Research, Participatory Research, Anti Essentialist Marketing.
- 2014: PhD Anti-Essentialist Marketing: An Alternative View of Consumers' Identity, University of Manchester
- 2002: MA Retail and Marketing Management, Manchester Metropolitan University
- 1985: BA Behavioral Sciences, Other
Dept Of Management
Sheffield Business School
Conference Paper: Dekel, O. (2014), 'The Fluid Concept of Community'. Paper presented at Academy of Marketing conference
Conference Paper: Dekel, O. (2014), 'Visual Research Methods'. Paper presented at Consumer Behavior Academy of Marketing Seminar SIG