Mark Mcpherson

Associate Professor in Marketing

Marketing, Branding and Tourism

Middlesex University Business School

Ethnic Entrepreneurship, Ethnic and Islamic Marketing, Branding, Services Marketing, Marketing Strategy and Planning

I am actively involved with academic research and knowledge transfer wherein my area of specialism, namely, ethnic small businesses, second-generation ethnic entrepreneurship and, marketing to ethnic minority groups (including hard to reach groups).

BA (Hons), MA, MBA, PhD, PG DipM, PG Cert FE, MCIM, MIDM, Chartered Marketer.

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Latest Additions

  1. McPherson, Mark (2019) Think non-ethnic but act ethnic: An issue of breakout. Journal of Entrepreneurship, Management and Innovation (JEMI), 15 (2) , L26. pp. 117-152. ISSN 2299-7075 [Article] (doi:10.7341/20191525)
  2. McPherson, Mark and Barn, Sukhbinder (2016) Residential marketing fieldtrips: adding real educational value. Academy of Marketing annual conference & doctoral colloquium. In: Academy of Marketing 2016 Conference: Radical Marketing, 04-07 July 2016, Newcastle University Business School. . [Conference or Workshop Item]
  3. McPherson, Mark and Li, Xiang (2012) China: celebrity endorsement within the Chinese beauty industry – views from Beijing’s female consumers. In: Marketing Management in Asia. Paliwoda, Stan, Andrews, Tim and Chen, Junsong, eds. Routledge Studies in International Business and the World Economy . Routledge, London, pp. 33-50. ISBN 9780415523172. [Book Section]
  4. McPherson, Mark (2007) A comparison of marketing practices: perspectives from first and second generation UK South Asians. International Journal of Consumer Studies, 31 (2) . pp. 174-186. ISSN 1470-6431 [Article] (doi:10.1111/j.1470-6431.2006.00583.x)
  5. McPherson, Mark (2010) Business practices within South Asian family and non-family firms: a comparative study. International Journal of Entrepreneurial Behaviour & Research., 16 (5) . pp. 389-413. ISSN 1355-2554 [Article] (doi:10.1108/13552551011071878)
  6. McPherson, Mark (2016) An outsider's inside view of ethnic entrepreneurship. Journal of Research in Marketing and Entrepreneurship, 18 (1) . pp. 63-89. ISSN 1471-5201 [Article] (doi:10.1108/JRME-01-2015-0001)
  7. McPherson, Mark and Mohsen-Ismal, Monia (2020) Brand repositioning of Egypt’s Muslim brotherhood: do you see what I see, views from the female electorate? International Journal of Islamic Marketing and Branding, 4 (3/4) . pp. 261-295. ISSN 2055-0944 [Article] (doi:10.1504/IJIMB.2019.10029049)