Professor in Marketing and Consumer Research

Contact Details

• Tel: +44 (0) 116 223 1218
• Email: j.fitchett@le.ac.uk
• Office: Room 320, Level 3, Ken Edwards Building
• Office Hours: Fridays, 10:00 am-12:00 noon, or email me for an appointment

Biography

I have held positions in marketing at the University of Stirling, University of Exeter, and Nottingham University Business School before joining the University of Leicester School of Management in 2004.

Research Focus

Markets are complex entities and marketing management is a core aspect of the way that markets form and operate. My research is part of a growing movement that aims to examine the nature of markets and marketing and their consequences in terms of business practices and performance, as well as broader social, political and cultural consequences. My current research focuses in on critical readings of marketing management and consumer research. I have recently been involved with collaborative projects examining the history and theory of emotion and consumption, relationship marketing, and consumer enchantment. I tend to apply qualitative and interpretive methodologies with much of my current research adopting a discourse analytical approach. I co-edited the Journal of Consumer Behaviour (2006-2010) and am currently associate editor for Marketing Theory.

Administrative Responsibilities

Chair of Research Ethics Committee

Plagiarism Officer

Books

Ellis, N.; Fitchett, J.; Higgins, M.; Jack, G.; Lim, M; Saren, M. & Tadajewski, M. (2010) Marketing: A Critical Textbook. London: Sage.

Recent Publications

Ostergaard, P. and Fitchett, J.A. Relationship Marketing and the Order of Simulation, Marketing Theory, Forthcoming.

Fitchett, J.A. The Export of Marketing Education, Journal of Macromarketing, (commentary piece), Forthcoming.

Jantzen, C, Fitchett, J.A. Østergaard, P, and Vetner, M. “Just for fun?” The emotional regime of experiential consumption‟, Marketing Theory, Forthcoming.

Patsiaouras, G. and Fitchett, J.A. (2010) The Wolf of Wall Street: Re-imagining Veblen for the 21st Century, European Advances in Consumer Research. Forthcoming.

Lai, Ai-Ling, Caruana, R. Fitchett, J.A. Hill, B. Parsons, E. (2010) In A Manner of Speaking: Understanding the Role of Language and Discourse Analysis in Consumer Research, European Advances in Consumer Research. Forthcoming.

Davies, A.J. and Fitchett, J.A. (2010), Material Man Is Not An Island: Coping With Cultural Fracture‟, Journal of Marketing Management 26(11-12), 1145-1160.

Patsiaouras, G. and Fitchett, J.A. (2009), Rethinking Veblen‟s Contribution to Consumer Research: A Phenomenological Enquiry into the Perception of Prestige By Middle-Income British Consumers, Finanza, Marketing E Produzione, (Finance, Marketing & Production), 4 (December), 24-47.

Patsiaouras, G. and Fitchett, J.A. (2009), Veblen and Darwin: Tracing the intellectual roots of evolutionism in consumer research‟, Journal of Marketing Management 2(7-8), 729-744.

De Cock, C., Fitchett, J.A. and Volkmann, C. (2009), Myths of a Near Past: Envisioning Finance Capitalism anno 2007, Ephemera: Theory and Politics in Organisation 9(1), 8-25.

Shankar, A., Elliott, R. and Fitchett, J.A. (2009), Identity, Consumption and Narratives of Socialization, Marketing Theory, 9(1), 75–94.

Caruana, R, Crane A. and Fitchett, J.A. (2008) Paradoxes of Consumer Independence: A Critical Discourse Analysis of The Independent Traveller, Marketing Theory, Vol. 8, No. 3, 253-272.

Fitchett, J.A. and Lim, M. (2008) Consumer Experiences in the "House of the Future": An Enquiry into Surveillance-Based Consumer Research Techniques. Consumption, Markets and Culture, Vol. 11, No. 2. 137-150.

Moufahim, M., Humphreys, M., Mitussis, D., and Fitchett, J.A. (2007) Interpreting discourse: a critical discourse analysis of the marketing of an extreme right party, Journal of Marketing Management, 23, 5-6, 537-558.

Shankar, A., Whittaker, J. and Fitchett, J.A. (2006) Heaven knows I'm miserable now. Marketing Theory, Vol. 6, No. 4, 485-505.

Gillott, M, Holland, R. Riffat, S. and Fitchett, J.A. (2006) Post-Occupancy Evaluation of Space Use in a Dwelling Using RFID Tracking, Architectural Engineering and Design Management, Vol. 2, 273ñ288.

Fitchett, James A (2005) "Consumers as Stakeholders: Prospects for Democracy in Marketing theory", Business Ethics: A European Review , 14(1), 14-27.

Davies, Andrea and James A Fitchett (2005) Beyond Incommensurability? Empirical Expansion on Diversity in Research. European Journal of Marketing , 39(3/4), 272-293.

De Cock, Christian, James A Fitchett and Christina Volkmann (2005) "Making History of E-Commerce: Print Advertising and the New Economy", British Journal of Management 16, 37-49.

Fitchett, James A. (2004) "The Fantasies, Orders and Roles of Sadistic Consumption: Game Shows and the Service Encounter", Consumption, Markets and Culture 7(4), 285-306.

Davies, Andrea J. and James A. Fitchett (2004), "Crossing Culture": A Multi-method Enquiry Into Consumer Behaviour and the Experience of Cultural Transition, Journal of Consumer Behaviour: An International Review , 3(4), 315-330.

Fitchett, James A. (2002), "Marketing Sadism: Super Cannes and Consumer Culture", Marketing Theory , 2 (3), 309-322.

Recent Invited Speaker Presentations and Keynote Addresses

Keynote: Marketing and Ideology
Royal Holloway University of London, March 2011.

Our Hero in History: Critical Marketing Research for an Ideology of the Consumer
(with Dr Andrea Davies) Bournemouth Media School, Emerging Consumer Cultures Research Group. September 2010.

Discourse and Consumer Research: An Unfinished Project
(with Dr Ai Ling Lai) Research presentation at School of Business and Economics, University of Exeter, January 2011

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