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I am Senior Lecturer in Marketing at Deakin University, in the School of Management & Marketing. I was originally trained as an Accountant in Italy, I earned an MBA in Performance Measurements and Finance at the Open University Business School in the UK and have undertaken a PhD in Marketing at Monash University in Australia. My main area of investigation is consumer behaviour with a focus on decision making. In my PhD project I examined the informational aspects of brand equity and retailer brand equity from the consumer's perspective. Other key research interests include environmental marketing and especially the social implications of corporate marketing decisions, and green products marketing communication. Business ethics is another area of inquiry that captures my curiosity. As reflection of my academic training and work experience, I have a strong preference for quantitative methodologies. I am interested in measurement, statistical methods, research design and data analysis. During the last few years my teaching covered the core unit of Marketing, Marketing Research (at undergraduate level) as well as Quantitative Research Methods for Business at honours level (4th year). I stress that good marketing means good two-way communication between the companies and the customers and I investigate causes why this may not be easy to achieve. I also try to demystify that marketing is not all about "selling" with fancy advertisements. I constantly point out to students that marketing requires a passion for numbers and an even greater passion for people.
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