Background

Hugh has a mathematics degree from Oxford University, a postgraduate computer science degree from Cambridge University, and a prize-winning PhD in marketing strategy and planning from Cranfield. Prior to joining the Cranfield faculty in 2004, he had 20 years' experience with IBM, Logica CMG, Xerox and others in consulting, product management and marketing strategy. He has advised the UK's Service Transformation Board, the Varney Review and NHS Direct on cost and experience transformation in public services. Hugh is listed in the Chartered Institute of Marketing's "Guru Gallery" of "the 50 leading marketing thinkers alive in the world today", and has been honoured by the UK's Secretary of Secretary of State for Business, Innovation and Skills and Tim Berners-Lee as one of the hundred individuals who have had most influence over the development of e-commerce, according to a NOP poll of practitioners and an expert panel.


Current activities

Hugh Wilson is Professor of Strategic Marketing and Director of the Customer Management Forum, a syndicate of leading firms such as Royal Bank of Scotland, Pfizer and BP exploring best practice in the development of profitable relationships in a multichannel world. Hugh spends much of his time working with world-class companies on marketing planning, multichannel management, CRM and sustainability marketing, as well as teaching on these topics in Cranfield.

Hugh writes extensively for both executives and academics. His most recent books are The Multichannel Challenge (2008) and Marketing Plans, 7e (2011, with Malcolm McDonald). He recently published two articles on customer experience and social identity for Harvard Business Review (with Dr Emma Macdonald), and was interviewed about persuasion for Stephen Fry's Radio 4 programme "Fry's English Delight". He is a frequent keynote speaker for industry conferences. He has published over 30 academic papers in Journal of the Academy of Marketing Science, Journal of Retailing, British Journal of Management, Industrial Marketing Management, Journal of Business Research, Journal of Strategic Information Systems, European Journal of Marketing, Supply Chain Management: An International Journal, European Journal of Information Systems and Journal of Marketing Management, amongst other journals. He is an editorial board member of Journal of the Academy of Marketing Science.

Hugh's research interests include customer insight, multichannel customer management and sustainability marketing. He is Cranfield's Principal Investigator for EU-Innovate, a major EU-funded consortium investigating how to construct sustainable lifestyles by 2050. He proposed Cranfield's carbon programme which has developed a roadmap for a 50% reduction in carbon by 2020, with over 24% cut so far.


Clients

Recent clients for executive education, consulting and director-level coaching include AXA, Emirates, GKN, Balfour Beatty, ING, Tata, SAS, BSkyB, Rank, Merck, GfK, Oxfam and London Symphony Orchestra. 


Publications

Articles In Journals

Conference Papers

  • Champniss G, Wilson H, Dimitriu R & Macdonald E (2016) Bypassing the Attitude-Behavior Gap: Using Social Identity for Norm Effects to Engender Sustainable Consumer Behaviors. In: Academy of Marketing Science (AMS) World Marketing Congress, Paris.
  • Alvarez G, Wilson HN, Pilbeam CJ & Wilding R (2014)

    The evolution of sustainability network structure and governance (Prize for best paper in conference overall)

    . In: 22nd International Colloquium in Relationship Marketing - “Sustainable relationships: myth or reality?", Newcastle.
  • Champniss G, Wilson H, Macdonald EK & Dimitriu R (2014) All For One and One For All: How Quickly-Formed Consumer Groups can Encourage Prosocial Behaviour. In: EMAC 43rd Annual Conference, Valencia.
  • Champniss G, Wilson H, Dimitriu R & Macdonald EK (2014) Many Hands Make...Different Work: How Group Effects can Foster Prosocial Behaviours from Consumers. In: ANZMAC 2014 Conference, Brisbane.
  • Bruce H, Wilson H & Macdonald E (2013) You Know You're Working Class when your TV is Bigger than your Bookcase: Enduring Household Identity Conflict. In: American Marketing Association Summer Educators Conference, Boston, MA.
  • Bruce HL, Wilson H & Macdonald E (2013) You Know you're Working Class when your TV is Bigger than your Bookcase: Enduring Household Identity Conflict. In: 42nd Academy of Marketing Science Annual Conference, 2013, Monterey Bay, California.
  • Bruce HL, Wilson H & Macdonald E (2013) Built on Sand: Strengthening the Foundations of Customer Value Research. In: Consumer Culture Theory Conference 2012, Oxford.
  • Bruce HL, Wilson H & Macdonald E (2013) Enhancing Customer Perceived Value Measurement: A Multidimensional Index for TV Consumption. In: 42nd Academy of Marketing Science Annual Conference, 2013, Monterey Bay, California.
  • Bruce HL, Wilson H & Macdonald E (2013) Enhancing Customer Perceived Value Measurement: A Multidimensional Index for TV Consumption. In: 42nd European Marketing Academy Conference, 2013, Istanbul.
  • Bruce HL, Wilson H & Macdonald E (2013) Interconnected Identities: Enduring Identity Conflict in the Household. In: 42nd European Marketing Academy Conference, 2013, Istanbul.
  • Bruce HL, Wilson H & Macdonald E (2013) Investigating Customer Value as it Arises from Customer Experience. In: Academy of Marketing Conference 2012, Southampton.
  • Bruce HL, Wilson H & Macdonald E (2013) Enhancing Customer Perceived Value Measurement: A Multidimensional Index for TV Consumption. In: American Marketing Association Summer Educators Conference, Boston, MA.
  • Baxendale S, Evans N, Macdonald EK & Wilson H (2012) Measuring advertising effectiveness using a real time experience tracking approach. In: Wharton Future of Advertising Empirical Generalisations Conference, Philadelphia.
  • Kleinaltenkamp M, Macdonald EK & Wilson H (2012) You'll never walk along - value co-creation in a usage center. In: ANZMAC/KSMS Joint Symposium at the Global Marketing Conference, Seoul.
  • Kleinaltenkamp M, Macdonald EK & Wilson H (2012)

    Value co-creation in a usage center

    . In: ISBM Academic Conference, Chicago.
  • Macdonald EK, Konus U & Wilson H (2012) Pleased to meet you: multichannel segments and their covariates. In: European Marketing Academy Conference (EMAC), Lisbon.
  • Konus U, Macdonald E & Wilson H (2011) The impact of holistic customer experience: a real-time experience tracking approach. In: INFORMS Marketing Science Conference 2011, Houston, TX.
  • Wilson H, Macdonald E, Lemke F & Clark M (2011) Service quality, usage process quality and value-in-use. In: EMAC 40th Conference, Ljubljana.
  • Macdonald EK, Wilson H & Konus U (2011) Multichannel customer experience: A real time experience tracking approach. In: EMAC 40th Conference, Ljubljana.
  • Konus U, Macdonald EK & Wilson H (2011) Tracking Holistic Customer Experience in Realtime. In: INFORMS Marketing Science Conference 2011, Houston, TX.
  • Khan A, Wilson H & Clark M (2011) Market Orientation, customer value orientation and firm performance.. In: China Marketing Science (CMS) Conference, Guangzhou.
  • Kleinaltenkamp M, Macdonald E K & Wilson H (2011) How co-creation processes create value: an exploration in an industrial maintenance context using repertory grid technique. In: Australian New Zealand Marketing Academy (ANZMAC), Perth.
  • Clark M, Lemke F, Wilson H & Macdonald E (2011) Customer experience and customer value: determining the link in B2B settings. In: International Colloquium on Relationship Marketing, Rochester, New York.
  • Alvarez G, Wilson HN, Pilbeam CJ & Wilding R (2010) How networks evolve: a dynamic multiple-network perspective in a sustainability context. In: Multi-Organizational Partnerships, Alliances and Networks (MOPAN), University of Keele.
  • Macdonald E & Wilson H (2010) The real-time evolution of brand engagement in the charity sector. In: 18th International Colloquium on Relationship Marketing, Henley Business School, University of Reading.
  • Wilson H & Macdonald E (2010) The real-time evolution of multichannel brand engagement. In: 39th EMAC Conference, Copenhagen, Denmark.
  • Baines P, Macdonald EK, Wilson H & Blades F (2010) Communication channel experiences and their influence on voting in the 2010 British general election. In: Academy of Marketing Political Marketing Specialist Interest Group, Chester.
  • Lemke F, Clark M & Wilson H (2010) Customer experience quality: An exploration in business and consumer contexts using repertory grid technique.. In: International Colloquium on Relationship Marketing (ICRM), Henley.
  • Macdonald EK, Wilson H & Martinez V (2009) Developing a framework for assessing the value-in-use of product-service systems: a case study. In: EIASM 2009 Naples Forum on Services, Capri.
  • Macdonald E, Martinez V & Wilson H (2009) Towards the assessment of the value-in-use of product-service systems: A review. In: Performance Management Association Conference, Dunedin, New Zealand.
  • Macdonald E, Martinez V & Wilson H (2009) A framework for assessing the value-in-use of product-service systems. In: POMS 20th Annual Conference, Orlando.
  • Le Meunier-FitzHugh K, Palmer R & Wilson H (2009) A sales perspective on service dominant logic. In: Academy of Marketing Science Conference, Baltimore.
  • Khan A & Wilson H (2009) Market orientation, customer value orientation and firm performance.. In: ISES Inaugural Global Conference on Service Excellence, Singapore.
  • Macdonald E, Wilson H & Martinez V (2009) Assessing the value-in-use of integrated product-service offerings: A repertory grid approach. In: 18th Annual Frontiers in Service 2009, Honolulu.
  • Bailey Chris, Wilson H & Clark M (2007) Actioning customer insight: fulfilling the promise of CRM. In: Academy of Marketing Conference, Kingston.
  • Bailey Chris, Wilson H & Clark M (2007) Actioning customer insight: an exploratory multiple-case study. In: EMAC Annual Conference, Reykjavik.
  • Wilson H, Baines P & Maklan S (2007) Contemporary practice in actioning market segmentation. In: Academy of Marketing SIG on Market Segmentation Workshop, Milton Keynes.
  • Madaleno R, Wilson H & Palmer R (2006) Does multi-channel integration matter? Determinants of customer satisfaction in a multi-channel B2B environment. In: Academy of Marketing Conference, London.
  • White A, Johnson M & Wilson H (2006) RFID in the supply chain: The experience of early adopters. In: Academy of Marketing Conference, London.
  • Parry E & Wilson H (2006) Online recruitment within the UK: a model of the factors affecting its adoption. In: 1st European Academic Workshop on eHRM, Twente.
  • Wilson H & Daniel E (2005) The multi-channel challenge: A dynamic capability approach. In: Academy of Marketing Conference, Dublin.
  • Parry E & Wilson H (2005) Internet recruitment. In: British Academy of Management Conference, Oxford.
  • Parry E & Wilson H (2005) An inductively derived conceptual model of online recruitment adoption. In: International HRM Conference, Cairns.
  • Parry E & Wilson H (2005) Factors affecting the adoption of internet recruitment: An inductive study. In: British Academy of Management Conference, Oxford.
  • Palmer R & Wilson H (2004) Refinement of a framework of contemporary marketing practices: A research agenda and initial case study. In: American Marketing Association/Institute for the Study of Business Markets Conference, Boston.
  • Daniel E, Wilson H & Myers A (2001) An Empirical Investigation of the Adoption of E-Commerce by SMEs in the UK. In: UKAIS Conference, Portsmouth.
  • Daniel E, Wilson H & Sutherland F (2000) Factors Determining the Successful Development of IT Systems for Marketing. In: UKAIS Conference, Cardiff.
  • Daniel E, Wilson H, Ward J & McDonald M (2000) Improved Deployment of Marketing Information Systems. In: Americas Conference on Information Systems (AMCIS), Long Beach, CA.

Books

  • Ryals L, Abdollahi S, Maklan S & Wilson H (2012) Implementing Sustainable Marketing. In: Cranfield on Corporate Sustainability, Sheffield: Greenleaf, p. 133-148.
  • McDonald M & Wilson H (2011) Marketing Plans: how to prepare them, how to use them. . Chichester: Wiley, ed. 7th.
  • Wilson H (2009) Measuring the effectiveness of multichannel strategies. In: Marketing Accountability: How to measure marketing effectiveness. McDonald M, Mouncey P (ed.), Kogan Page.
  • Wilson H, Street R & Bruce L (2008) The Multi-Channel Challenge: Integrating Customer Experience for Profit. Oxford: Butterworth-Heinemann.
  • Wilson H, McDonald M, Hobbs M & Dolder C (2006) Optimising multi-channel performance. In: Multi-Channel Marketing - An Introduction. Sunder K (ed.), Magnus School of Business, p. 118-142.
  • Wilson H, Hobbs M, Dolder C & McDonald M (2004) Multi-channel marketing: optimising performance in an ICT-enabled world. In: Evolution of Supply Chain Management. Chang Y, Makatsoris H, Richards H (ed.), Kluwer.
  • McDonald M & Wilson H (2001) e-Marketing: improving marketing effectiveness in a digital world. London: FT Prentice Hall.
  • McDonald M & Wilson H (2001) Serving customers through multiple channels: how to profit from the right channel mix. In: Customer Relationship Management, London: Caspian Publishing.
  • Daniel E, Wilson H, McDonald M & Ward J (2001) Marketing Stategy in the Digital Age: Exploiting e-Commerce in your Busines. Financial Times/Prentice Hall.
  • McDonald M, Hewson W & Wilson H (1996) Towards Excellence in Marketing Strategy - The Role of Systems in Strategic Marketing and Business Planning.