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Dr Mark Kilgour

Mark Kilgour

Senior Lecturer in Marketing

Qualifications: BMS, MMS (Dist.), PhD

About Mark

Dr Mark Kilgour is serious about marketing and the role of marketers in top-level management. "Marketing is not a soft business skill at all, it's about understanding the customer in different and ever-changing environments," he says. "It's about knowing how to read, analyse and forecast trends and about influencing and directing long-term strategy."

Mark's been in business and consulted widely, particularly in Asia, but more recently he decided he wanted to be shaping the future of marketing, not just working in it. "I'm interested in creative thinking, the creative thinking process and the links between intelligence and creativity. It's fascinating seeing how ideas come together, combining thoughts that perhaps haven't been combined before and coming up with something new."

He's also interested in how existing knowledge helps or hinders creative thought. Mark feels New Zealanders still haven't fully adapted to doing business in a global economy and thinks that for a small country like New Zealand, distribution and promotion need a stronger focus.

He sees consumer interaction with media as driving change. "New media is growing and these new methods of communication, like FaceBook and YouTube are changing the way consumers interact with organisations."

Papers Taught

Research Interests

Creativity and Innovation, The Creative Thinking Process, Advertising, Omni-Channel, Social Media Marketing

Recent Publications

  • Kilgour, M. (2017). Studying creativity across different domains: Advertising. In J. Kaufman, V. Glaveanu, & J. Baer (Eds.), The Cambridge Handbook of Creativity across Domains (pp. 325-344). Cambridge University Press.

  • O'Connor, H., Kilgour, M., Koslow, S., & Sasser, S. (2017). Drivers of creativity within advertising agencies: How structural configuration can affect and improve creative development. Journal of Advertising Research, online, 39 pages. doi:10.2501/JAR-2017-015

  • Larke, R., Kilgour, M., & John, S. (2016). Tourist growth and the implications for retail marketing strategy: Insights from Japan. Journal of Travel and Tourism Marketing, 33(5), 658-670. doi:10.1080/10548408.2016.1167359

  • O'Connor, H., Koslow, S., Kilgour, M., & Sasser, S. (2016). Do marketing clients really get the advertising they deserve? The trade-off between strategy and originality in Australian and New Zealand agencies. Journal of Advertising, 45(1), 147-155. doi:10.1080/00913367.2015.1085821

Find more research publications by Mark Kilgour

Keywords

Advertising

Creativity
Innovation


Contact Details

Email: kilgour@waikato.ac.nz
Room: MSB.4.19
Phone: +64 837 9268