Senior Lecturer
Marketing
Leeds Metropolitan University
The Rose Bowl
Leeds
LS1 3HB
0113 812 5350
N.Richardson@leedsmet.ac.uk
Qualifications
MBA
PGCHE
Responsibilities
CIM Course Leader
Module leader (in 09-10) for Marketing Dynamics (L1), Information for Marketing (L1), Buyer Behaviour (L2), Digital & Interactive Marketing (L3), Marketing Planning Process (CIM Prof Dip), Assessing the Marketing Environment (CIM Prof Cert) Dissertation Tutor L3 BA Marketing Placement Tutor
Summary
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.
Teaching
Neil's teaching areas have included post-grad modules eg CIM and at Masters level. His under-grad modules include Consumer Behaviour, Sales Management, Retail Marketing and Digital & Interactive Marketing.
Expertise
Neil's research has focussed on Sustainable Marketing and he has published a number of academic articles and a key chapter in an academic tome on Event Management in 2009.
Neil has authored and co-authored 4 practitioner text books on marketing skills, PR skills, social media marketing and mobile marketing. His "Develop Your Marketing Skills" text is going to its 2nd edition in 2010.
Academic
- Neil has undertaken consultancy work for a diverse range of organisations
- Member of the Academy of Marketing
- Fellow of the Corporate Governance and Sustainability International Group
Refereed
Richardson, N., Eilertsen, C. & Kenyon, A. (2007) Does Fair-Trade represent a marketing opportunity for the UK tourism industry International Journal of Management Cases Vol 9 Iss 3 pp74-82
Richardson N (2008) To what extent have key retail and generic marketing texts adopted sustainability? World Journal of Retail Business Management, Volume 2, Issue 4 pp47-55
Richardson, N. (2008). Investigating the Positioning of Retailers on the Sustainability Continuum A Schumpeterian Perspective. World Journal of Retail Business Management. Vol 2 Iss 3 pp50-61 ISSN (Print): 19942915, ISSN (Electronic): 19981368
Books and Chapters
Richardson, N (2009) Critique of Consumer Marketing within Sustainable Events. Chapter 11: Book Title: Event Management and Sustainability (Editors Raj and Musgrave) CABI: Oxon
Gosnay, R. & Richardson, N (2008) Develop Your Marketing Skills. Kogan Page: London
Ruth G.M., Carroll, A.& Richardson, N (2010) Social Media Marketing; Kogan Page: London
Laville, L & Richardson, N. (2010) Develop Your PR Skills; Kogan Page: London
Conference Papers
Richardson, N (2006) Investigating the efficacy of a VSO SME's marketing strategy in relation to achieving revenue growth and funding independence. Conference paper presented to Academy of Marketing Not-for-Profit Special Interest Group Colloquium London Metropolitan University, January 2006
Richardson (2007) An exploration of the move towards sustainability amongst retail marketing texts- a conceptual paper Conference paper presented to 3rd Annual Colloquium of the Academy of Marketing's Brand, Corporate Identity and Reputation Special Interest Group conference. Brunel University. September 2007
Richardson, N. (2008). Establishing the Sustainability Continuum and investigating retailers' barriers to adoption of sustainability Conference paper presented to the Corporate Research Responsibility Conference Queen's University Belfast September 2008Retail Business Management
Richardson, N. (2008). Investigating the Positioning of Retailers on the Sustainability Continuum- A Schumpeterian Perspective Conference paper presented to Academy of Marketing Annual Conference. Robert Gordon University, Aberdeen September 2008
Richardson, N. (2009) Cutting the apron strings- at what point does the use of pedagogical teaching impede the transition from pupil to managerial candidate? Conference paper presented to Academy of Marketing Annual Conference.
Richardson, N. (2009) Investigating the application of improved pedagogical approaches to a very large marketing module: A Case Study. Conference paper presented to Academy of Marketing Annual Conference.
Richardson, N. (2009) To investigate Leeds' retail stakeholders' perceptions of a proposed sustainable retail marketing benchmarking framework. Conference paper presented to Academy of Marketing Annual Conference.
Other Publications
Richardson, N (2005) An investigation into the efficacy of a UK SME's marketing strategy. A confidential consultancy paper investigating the role of EI amongst UK health workers
Richardson, N (2006) Emotional Intelligence- A Consultancy Paper . A commissioned consultancy paper investigating the role of EI amongst UK health workers
