Professor Lyndon Simkin

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Professor Lyndon Simkin

Executive Director for the Centre of Business in Society and Professor of Strategic Marketing

I am interested in the trade-off decision-making in leadership teams as they create and then strive to execute a business strategy, helping to minimise the inevitable impediments facing organisations as they roll-out their strategies. I am also focused on target market strategy and how organisations engage with consumers, business customers and other stakeholders in a multi-channel context, and increasingly the fairness or otherwise of such activities. Assisting organisations to avoid mistakes and to build strong reputations is highly rewarding.


Lyndon is Professor of Strategic Marketing and Director of the Centre for Business in Society. Lyndon spent over twenty years at Warwick Business School and led the MBA programme there, before becoming Professor of Strategic Marketing at Oxford Brookes and Research Lead, co-creating the new business plan and research strategy for the Faculty of Business. Until his recent move to Coventry, Lyndon was Professor of Strategic Marketing at Henley Business School (University of Reading) and Deputy Head of School. Lyndon is an acknowledged expert in strategy creation, planning processes and implementation management, guiding practitioners with their execution and mentoring CEOs/leadership teams. His research focuses on the barriers facing the execution of strategy, target market strategy and understanding markets, along with a growing interest in the dark sides of marketing and customer management. Lyndon is a member of the Academy of Marketing’s Research Committee, Associate Editor of the Journal of Marketing Management and co-chair of the Academy’s special interest groups in CRM and Market Segmentation and Strategy. Lyndon is author of eleven books, including the market leading Marketing: Concepts & Strategies, Marketing Essentials, Marketing Planning and Market Segmentation Success: Making It Happen! Just published is The Dark Side of CRM.  He has a passion for supporting PhDs and DBAs: a dozen of his former Doctoral students are now established academics in business schools around the world.

Selected Outputs

Journal Articles

  • De Cremer, D., Nguyen, B., and Simkin, L. (2017) ‘The Integrity Challenge of the Internet-of-Things (IoT): On Understanding its Dark Side’. Journal of Marketing Management 33 (1/2), 145-158. Available from
  • Quinn, L., Dibb, S., Simkin, L., Canhoto, A., and Analogbei, M. (2016) ‘Troubled Waters: The Transformation of Marketing in a Digital World’. European Journal of Marketing 50 (2), 2103-2133. Available from
  • Han, H.S., Nugyen, B., and Simkin, L. (2016) ‘The Dynamic Models of Consumers’ Symbolic Needs: In the Context of Restaurant Brands’. European Journal of Marketing 50 (7/8), 1348 – 1376.  Available from
  • Quinton, S., and Simkin, L. (2016) ‘The Digital Journey: Reflected Learnings and Emerging Challenges’. International Journal of Management Reviews. [in press]. Available from
  • Nguyen, B., Ekinci, Y., Simkin, L., and Melewar, T.C. (2015) ‘The Brand Likeability Scale: An Exploratory Study of Likeability in Firm-Level Brands’. International Journal of Market Research 57 (5), 777-800.
  • Nguyen, B., Simkin, L., Chen, J., and Klaus, P. (2015) ‘Fairness Quality (FQ): A Conceptual Model and Multiple-Item Scale for Assessing Firms’ Fairness – An Exploratory Study’. Journal of Marketing Management 31 (11/12), 1181-1206.  Available from


  • Canhoto, A., Nguyen, B., and Simkin, L. (2015) The Dark Sides of CRM. Abingdon: Routledge
  • Dibb, S., Simkin, L., Pride, W., and Ferrell, O.C. (2015) Marketing Concepts and Strategies. 7th edn. London: Cengage South-Western
  • Dibb, S., and Simkin, L. (2013) Marketing Essentials. 2nd end. London: Cengage South-Western
  • Simkin, L., and Dibb, S. (2008) Market Segmentation Success: Making It Happen! New York: The Haworth Press/Routledge
  • Simkin, L., and Dibb, S. (2008) Marketing Planning. London: Cengage South-Western
Research breakout image

Executive Director for the Centre of Business in Society and Professor of Strategic Marketing

Building: Jaguar
Room: JG24