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Professor of Marketing, University of Reading

Adrian Palmer is Professor of Marketing and Head of the Department of Marketing and Reputation at Henley Business School, UK. His first career in travel and tourism marketing and management informed his subsequent academic career. Since joining academia in the 1990s, he has researched and published extensively on the subject of services buyer behaviour. His book “Principles of Services Marketing”, now in its seventh edition, and recently translated into Chinese, is widely used throughout the world to provide a grounding in the challenges and opportunities of marketing services. He is a Fellow of the Chartered Institute of Marketing and has experience of teaching executive programmes in Europe and Asia.

His research focuses on buyer behaviour within service sector industries and in particular the importance to companies of developing customer loyalty and ongoing relationships. As well as developing theory, he has always sought to make the outcomes of research relevant to business practice.

Specific ongoing streams of research, many involving doctoral students and international collaborators include:

• The effects of engagement in service consumption on customer satisfaction and loyalty

• Implicit and explicit attitudes and their differential effects on behaviour

• The link between anticipation of service consumption and subsequent satisfaction

Recent research has been published in Journal of Marketing Management, European Journal of Marketing and Harvard Business Review.


  • 2018–present
    Professor, Henley Business School


  • 2021
    Linking engagement at cultural festivals to legacy impacts, Journal of Sustainable Tourism
  • 2001
    see for full list,

Professional Memberships

  • Fellow of the Chartered Institute of Marketing