Malcolm Wright Massey University, New Zealand

Malcolm Wright is professor of marketing at Massey University, New Zealand, and adjunct professor at the Ehrenberg-Bass Institute of the University of South Australia. He applies empirical principles to marketing problems and has made interrelated discoveries about brand loyalty, the use of probability scales, new product forecasting and optimizing the advertising budget. He has also published many articles critically examining the foundations of popular marketing knowledge.

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Journal

Australasian Marketing Journal

ISSN: 14413582
Frequency: Quarterly

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Textbook

Sage College Publishing

Consumer Behaviour

Applications in Marketing,Fourth Edition

Robert East, Jaywant Singh, Malcolm Wright, Marc Vanhuele

Published: May 2022

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Review copy available