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Professor in Marketing, University of Bath

Pierre’s research primarily focuses on the (im)possibility of sustainability within the prevailing order and oppositional counter culture. He has published widely on the interactions among Markets, Marketing and Society; dark marketing; critical marketing; and transformative consumer research. A current research project considers the experiences of lead users of electric vehicles.

Pierre’s research has been published widely and includes articles in the Journal of Consumer Research, Journal of Business Research, European Journal of Marketing, Journal of Marketing Management and others. Pierre Guest Edited the first double Special Issue of the Journal of Macromarketing (with Andrea Prothero, University College Dublin) on ‘Sustainability as Megatrend’ (Sept 2014 and March 2015). Currently he is Guest Editing a Journal of Marketing Management Special Issue on ‘Sustainable Consumption, Activism, Innovation and Brands’ (with Diane Martin, Aalto University).

Pierre is Associate Editor for the Journal of Macromarketing, serves on the Advisory Committee for Transformative Consumer Research for the American Association for Consumer Research, and sits on the editorial boards of the Journal of Marketing Management and Consumption Markets & Culture.


  • –present
    Professor in Marketing, University of Bath