Personal profile


Sally Dibb is Professor of Marketing and Society in CBiS. Previously she was Director of the Institute for Social Marketing at the Open University (ISM-Open) and, before that, Associate Dean at Warwick Business School. She served on the REF 2014 panel for Business and Management. Sally’s research focuses on consumer behaviour change, market segmentation and social marketing, with recent projects funded by the ESRC, Leverhulme, FP7, Santander and InnovateUK. Sally is Chair of the Academy of Marketing’s Segmentation and Targeting Strategy SIG and a Fellow of the Chartered Institute of Marketing. She has authored twelve books and over 90 articles in European and US academic journals, and has successfully supervised 16 PhD students to completion. Sally’s research is inter-disciplinary, embracing technology, innovation and data science, with projects currently examining sustainable living, smart cities, privacy and security, as well as the application of ‘big data’. She is a member of the peer review college for the ESRC, Horizon 2020, the Australian Research Council and the Canadian Research Council. Sally is a trustee and board member of the charity Alcohol Research UK, and was appointed by the Secretary of State for Health as a trustee of the Alcohol Education Research Council.

Vision Statement

My research in marketing strategy and consumer behaviour is underpinned by an interest in data. I’m interested in how data can be used to change consumer and citizen behaviour, particularly in areas that can improve well-being. E.g. how can data help different stakeholders to work together to tackle bigger issues facing society, such as security, sustainability, and health? My research also examines how organisations capture and use data to achieve their objectives. E.g. what impact have Big Data and digitalisation had on how organisations make strategic decisions? Recently my research has examined the privacy issues that exist between those producing data and those who consume it, examining the circumstances in which consumers are prepared to share their data and what benefits they expect in return.

Education / Academic qualification

Degree, University of Manchester

MSc, University of Manchester

Doctorate, University of Warwick

External positions

Trustee and Board Member, Alcohol Research UK

1 Sep 2013 → …

REF 2014 Panel Member, HEFCE

1 Sep 201330 Dec 2014

Trustee and Board Member, Alcohol Education Research Council

1 Mar 201130 Dec 2013

Associate Editor, Journal of Marketing Management

2010 → …

Fingerprint Fingerprint is based on mining the text of the person's scientific documents to create an index of weighted terms, which defines the key subjects of each individual researcher.

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Research Output 1998 2017

The role of customer management capabilities in public-private partnerships

Canhoto, A. I., Meadows, M., Ball, K., Daniel, E., Dibb, S. & Spiller, K. 2017 In : Journal of Strategic Marketing. 25, 5-6, p. 384-404 21 p.

Research output: Contribution to journalArticle

Law enforcement

Changing times for social marketing segmentation

Dibb, S. 1 Jan 2016 Segmentation in Social Marketing: Process, Methods and Application. Dietrich, T., Rundle-Thiele, S. & Kubacki, K. (eds.). Singapore: Springer Verlag, p. 41-59 19 p.

Research output: Chapter in Book/Report/Conference proceedingChapter

Social Marketing
Administrative Personnel

Chinese relationship management: a qualitative study of banking in New Zealand

Chai, J. C. Y. & Dibb, S. 6 Jul 2016 In : Journal of Strategic Marketing. (in press), p. (in press) 18 p.

Research output: Contribution to journalArticle

New Zealand
3 Citations
Consumer Behavior
Consumer behaviour

The co-production of value in digital, university-industry R&D collaborative projects

Canhoto, A. I., Quinton, S., Jackson, P. & Dibb, S. Jul 2016 In : Industrial Marketing Management. 56, p. 86-96 11 p.

Research output: Contribution to journalArticle