Research in marketing

We have a holistic understanding of marketing as the intersection of consumption, markets, and society. To us, marketing is the art and science of creating sustainable value for firms, consumers, and society.

The marketing section has a strong tradition of researching consumption as a means of understanding the implications for the market and society as a whole, by mobilising various theoretical perspectives and methodological approaches. We are increasingly exploring market formation, as well as the cultural and societal dynamics that shape consumption and marketing phenomena.

Publications in marketing

Gothenburg University library

Contact

Researchers in marketing (External link)

Research news

Our research covers a variety of empirical focus areas, including tourism, retailing, financial services and cultural industries.

Research project/group

Farm-gate alcohol sales in Sweden

News – 9 December 2025

International research group in consumer psychology

Focusing on emerging technologies and their societal challenges

Research project/group

Retailer servicebots – a reassuring service relation and an efficient…

News – 23 June 2025

Fans positive towards commercialisation in women’s football

While commercial forces in men’s football are often criticised by fans, they are viewed more positively in women’s football…

Research centres

With a global outlook, we collaborate widely both nationally and internationally, and across disciplines, to stimulate and maintain an international research environment within the field of marketing.

Centre for Retailing

The Centre for Retailing (CFR) is a research centre at the School of Business, Economics and Law. We are a meeting place…

Centre for Tourism

The Centre for Tourism is a transdisciplinary collaboration platform. The mission is to initiate, develop, and support…

Centre for Consumption Research

We live in transformative times. At Centre for Consumption Research researchers are interested in how we are affected by…