Marketing can be defined as an activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Our research undertaken in marketing emphasises all these elements of marketing, with a focus on branding, consumption, retail, multi-and omnichannel, inter-organisational collaborations, and internationalisation.

The strength of the research conducted by the marketing group lies in our ability to approach these areas from a variety of perspectives. We work from cultural as well as managerial viewpoints, examine consumer markets as well as business markets, and investigate using qualitative as well as quantitative methods. We are strong both in terms of academic and practical relevance. In all areas of investigation, we prioritise research into sustainability and digitalisation.

In brief, our research covers areas such as:

  • Brand studies
  • Consumer studies
  • Retail and channel studies
  • Internationalisation
  • Digitalisation
  • Sustainability.

Several formal research centres and research groups have strong links with the marketing department:

The Centre for Retail Research

Lund Brand Management Group

More reading

You can read more about the work in which our researchers are in engaged and find a selection of their recent publications below:

Mats Urde on Brand orientation: What Does Your Corporate Brand Stand For? (PDF)

Sofia Ulver on politization, polarization and consumer cultures: The conflict market polarizing consumer culture(s) in counter-democracy

Burak Tunca and Johan Anselmsson on sustainability and shopper stereotypes in online vs offline shopping: You are where you shop

Ulf Elg on market orientation and internationalization: Market driving strategies: Beyond localization

Ulf Johansson on conditions for retail internalisation: Dissecting embeddedness in international retailing


Johan Anselmsson
Professor, assistant head of department
Phone: +46 46 222 78 13
Room: Alfa1:3075

Johan Anselmsson

Ulf Johansson
Professor, vice dean
Phone: +46 46 222 39 16, +46 70 522 73 74
Room: Alfa1:3085

Ulf Elg
Phone: +46 46 222 46 64, +46 70 876 13 60
Room: Alfa1:3092