Dr Neil Richardson, Course Director

Dr Neil Richardson

Course Director

Neil has over 20 years of experience in Sales Management, Marketing and Customer Service in the B2B sector, covering a wide spectrum of operational and strategic positions.

Neil's teaching areas have included post-graduate modules, e.g. CIM, and modules at masters level. Under-graduate modules on which he has taught include Consumer Behaviour, Sales Management, Retail Marketing and Digital & Interactive Marketing.

Current Teaching

  • Contemporary Marketing (MBA)
  • Digital & Interactive Marketing (H6)
  • Marketing Planning Process (CIM Prof Dip)
  • Assessing the Marketing Environment (CIM Prof Cert)
  • Marketing Planning (H5)
  • Marketing in Action (I & II) (H4)

Research Interests

His research has focussed on Sustainable Marketing and he has published a number of articles and key chapters in his best-selling marketing practitioner books. Neil has also undertaken consultancy work for a diverse range of organisations.

Dr Neil Richardson, Course Director

Selected Outputs

  • Richardson N (2009) Critique of Consumer Marketing within Sustainable Events. In: Raj R; Musgrave J ed. Event Management and Sustainability. Cabi,

  • Richardson N (2023) Adapting models and frameworks to incorporate TBL-based sustainability. In: REMODEL Summer SChool, 12 July 2023 - 13 July 2023, Leon, Spain.

  • Richardson N; Cassop Thompson M (2023) 'Value', a literature review of its composition and related discourses. In: CIRCLE, 13 April 2023 - 14 April 2023, London.

  • Richardson N; Gosnay RM (2023) Developing a Consumer Decision-Making Process (DMP) model fit for overtly sustainable fashion companies. In: CIRCLE, 13 April 2023 - 14 April 2023, London.

  • Richardson N (2022) How new sustainability typologies will reshape traditional approaches to loyalty. In: 18th CIRCLE International Conference, 20 April 2022 - 22 April 2022, Malta.

  • Richardson N; Gosnay R (2021) Putting Internal Marketing into practice: To what extent can an Internal Marketing Orientation (IMO) be measured?. In: 18th International CIRCLE Conference, Virtual Academic Reality for 2021, 6 April 2021 - 9 April 2021, Online.

    http://www.unvi.edu.ba/Circle-2021/

  • Richardson N (2017) Sustainability, marketing and other matters within the UK independent music festival sector. In: 14th CIRCLE Conference “Creating and delivering value”, 10 April 2017 - 13 April 2017, Kozminski University.

  • Richardson N (2013) An investigation into Hove Festival's consumers' attitudes towards sustainable practices. In: Corporate responsibility Research (CRR) Conference, 10 September 2013 - 13 September 2013, University of Graz.

  • Richardson N (2009) Cutting the apron strings - at what point does the use of pedagogical teaching impede the transition from pupil to managerial candidate?. In: Academy of Marketing Annual Conference, 7 July 2009 - 9 July 2009, Leeds Metropolitan University, Leeds, UK.

  • Richardson N (2009) Investigating the application of improved pedagogical approaches to a very large marketing module: A Case Study. In: Academy of Marketing Annual Conference, 7 July 2009 - 9 July 2009, Leeds Metropolitan University, Leeds, UK.

  • Richardson N (2009) To investigate Leeds' retail stakeholders' perceptions of a proposed sustainable retail marketing benchmarking framework. In: Academy of Marketing Annual Conference, 7 July 2009 - 9 July 2009, Leeds Metropolitan University, Leeds, UK.

  • Richardson N (2008) Establishing the Sustainability Continuum and investigating retailers' barriers to adoption of sustainability. In: The Corporate Research Responsibility Conference, Queen's University Belfast, NI.

  • Richardson N (2008) Investigating the Positioning of Retailers on the Sustainability Continuum - A Schumpeterian Perspective. In: Academy of Marketing Annual Conference, 8 July 2008 - 10 July 2008, Robert Gordon University, Aberdeen, Scotland.

  • Richardson N (2007) An exploration of the move towards sustainability amongst retail marketing texts- a conceptual paper. In: 3rd Annual Colloquium of the Academy of Marketing's Brand, Corporate Identity and Reputation Special Interest Group conference, Brunel University, London, UK.

  • Richardson N (2006) Investigating the efficacy of a VSO SME's marketing strategy in relation to achieving revenue growth and funding independence. In: Academy of Marketing Not-for-Profit Special Interest Group Colloquium, London Metropolitan University, Leeds, UK.

  • Richardson N (In press) Corporate social responsibility or sustainability in music festivals. International Journal of Organizational Analysis

    https://doi.org/10.1108/IJOA-03-2018-1368

  • Richardson N; Gosnay R (In press) Putting Internal Marketing into practice: To what extent can an Internal Marketing Orientation (IMO) be measured?. The International Journal of Sales, Retailing and Marketing, 11 (1), pp. 17-31.

  • Richardson N; Gosnay R (2023) Is Internal Marketing a declining field? If so, why? A literature exploration from a hermeneutic perspective. Corporate Communications: an international journal, pp. 1-19.

    https://doi.org/10.1108/CCIJ-10-2022-0123

  • Richardson N; Cassop Thompson M (2023) How improved understanding of what constitutes “value” may lead to better underpinning of corporate social responsibility (CSR). Journal of Global Responsibility, pp. 1-18.

    https://doi.org/10.1108/JGR-10-2022-0115

  • Richardson N (2022) How new sustainability typologies will reshape traditional approaches to loyalty. The Italian Journal of Marketing

    https://doi.org/10.1007/s43039-022-00047-y

  • Richardson N; Cassop Thompson M (2019) A new positioning framework for organisational value: juxtaposing organisational value positions with customer centricity. STRATEGIC CHANGE

    https://doi.org/10.1002/jsc.2253

  • Richardson N (2018) Entrepreneurial insights into sustainable development: a case study of UK music festivals. Strategic Change, 27 (6), pp. 559-570.

    https://doi.org/10.1002/jsc.2239

  • Richardson N (2008) Investigating the Positioning of Retailers on the Sustainability Continuum - A Schumpeterian Perspective. World Journal of Retail Business Management, 2 (3), pp. 50-61.

  • Richardson N (2008) To What Extent Have Key Retail and Generic Marketing Texts Adopted Sustainability?. World Journal of Retail Business Management, 2 (4), pp. 47-55.

  • Richardson N; Kenyon AJ; Eilertsen C (2007) Does Fair-Trade represent a marketing opportunity for the UK tourism industry. International Journal of Management Cases, 9 (3), pp. 74-82.

    https://www.circleinternational.co.uk/journals/ijmc/current-past-issues/volume-9-issue-3-4/

  • Richardson N (2019) Sustainable Marketing Planning. Routledge.

  • Richardson N; James J; Kelley N (2015) Customer-Centric Marketing Supporting Sustainability in the Digital Age. Kogan Page Limited.

  • Richardson N; Gosnay R (2010) Develop Your Marketing Skills. London: Kogan Page.

  • Richardson N (2010) A Quick Start Guide to Mobile Marketing. London: Kogan Page.

  • Richardson N; Gosnay R; Carroll A (2010) A Quick Start Guide to Social Media Marketing. London: Kogan Page.

  • Richardson N; Laville L (2010) Develop Your PR Skills. London: Kogan Page.