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Business-to-Business Marketing Research Group

Led by Professor Stavros Kalafatis, the Business-to-Business Marketing Research Group comprises Marketing School staff whose research interests are located within the broad domain of marketing problems relevant to exchange activities between organisations and businesses.

Although the work of the group is mainly focused around doctoral students, members of the group have undertaken a number of consultancy projects in both the UK and abroad. The main areas of research are:

  • Channel design and management
  • Business segmentation and positioning
  • Relationship marketing (emphasis on development of trust, commitment and exchange of information)
  • Value creation

The work of the group has been published in a wide variety of highly-rated international journals and has been presented in both national and international conferences. The group is involved in a number of collaborative projects with researchers located in various European countries, the Middle and Far East as well as the USA.

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