Professor Sally Dibb is a member of The Open University's Department for Strategy and Marketing.
Sally is Professor of Marketing and Head of ISM-Open at The Open University Business School. She is also Co-Director of the International Marketing Practice Education and Learning (IMPEL) research theme. She graduated from UMIST with a BSc (Management Science) and a research MSc (Marketing), and was subsequently awarded her PhD (Marketing) at the University of Warwick. Before joining The Open University Business School, Sally was a member of faculty at Warwick Business School (WBS), where she was Head of the Marketing and Strategic Management Group and Associate Dean (Undergraduate Programmes). Sally is now a Visiting Fellow at WBS, and is on the Advisory Board at Oxford Brookes Business School. Sally is also a board member of the Alcohol Research UK, a charity which support research education in the alcohol field. She has taught extensively at undergraduate and postgraduate levels and has supervised many doctoral and masters students: ten former PhD students now are faculty members at leading international business schools. Sally has acted as External Examiner at Undergraduate, Masters and PhD level for a range of institutions.
Sally's research has been at the forefront of theoretical and relevant issues in marketing strategy, segmentation, customer relationship management (CRM) and consumer behaviour. She has published widely in these areas and through this work has contributed to major debates in these fields. Recently she was awarded a Certificate of Honour for her recent Journal of the Academy of Marketing Science article, by the Portuguese Academy of Marketing (ADMES) for outstanding work in marketing research. Sally currently chairs the Academy of Marketing's Special Interest Group in Market Segmentation and through this her work is internationally recognised. Current research projects include Taking Liberties (Leverhulme); Consumer Behaviour among Chinese Cosmetics Shoppers, Customer Relationship Management in Brazilian Financial Services (Santander); MK ELVIS project (OLEV). Sally has received research funding from a diverse range of funders including EU Fp7, ESRC, Leverhulme, Academy of Marketing, and OLEV; and also from commercial sources such as Santander.
Sally's publications include over 90 journal papers and many key texts, including the market leading MBA and undergraduate textbook Marketing: Concepts and Strategies, now in its fifth edition, which has sold over 400,000 copies; The Marketing Casebook, Marketing Briefs, and the practitioner-orientated The Marketing Planning Workbook and The Market Segmentation Workbook. The two Workbooks, also published in China and Russia, are based on her consultancy experiences with organisations such as E-on, ICI, JCB and AstraZeneca. 2008 saw the publication of two new books, Market Segmentation Success: Making it Happen! and Marketing Planning. In 2009, the first edition of a new undergraduate textbook Marketing Essentials appeared. Her journal publications include articles in the Journal of the Academy of Marketing Science, European Journal of Marketing, Industrial Marketing Management, European Journal of Operational Research, International Journal of Advertising, Journal of Marketing Management, Journal of Service Industry Management, Journal of Strategic Marketing, Long Range Planning, OMEGA, and many others.
Sally is a Fellow of the Chartered Institute of Marketing and was formally a CIM Senior Examiner. She has undertaken a diverse range of consultancy assignments within the field of marketing strategy, with leading blue chip organisations in the UK and internationally. She is also a trustee and board member of two charities , the AERC and ARUK, which support research and education in the alcohol field.
My main research interests are in exploring theoretical and practical issues in marketing strategy, particularly in relation to market segmentation, target marketing and customer management. Many of the projects on which I work are cross-disciplinary. A particular focus of my work has been to consider the role which research plays in influencing the interface between theory and practice. My current work includes a study examining the securitisation of customer data in the financial services and leisure sectors, a commercially funded study of consumer behaviour in China, EC Fp7 funded project (SurPRISE) examining EU citizens' reponses to surveillance, a Santander funded project considering CRM practices in Brazilian financial services, and work on the OLEV funded ELVIS project, which is using social marketing ideas to change customer behaviour in relation to electric vehicles. I am Associate Editor of the Journal of Marketing Management. Through my role as Chair of the UK Academy of Marketing's Special Interest Group in market segmentation, I am driving forward research in the field. Key objectives are to develop models to make segmentation analysis and target marketing approaches more relevant to practitioners and to examine the use of different tools in identifying customer segments.
Sally is a Fellow of the Chartered Institute of Marketing and was formally one a CIM Senior Examiner. She has undertaken a diverse range of consultancy assignments within the field of marketing strategy, with leading blue chip organisations in the UK and internationally. She is also a trustee and board member of two charities , the AERC and ARUK, which support research and education in the alcohol field.