Douglas West

Douglas West is Professor of Marketing in King's Business School. His research interests include creative and risky decision-making in the advertising business; heuristic versus algorithmic decision-making by managers when choosing creative projects; marketing budgeting decision-making; the role and propensity for companies to adopt e-marketing and m(mobile)-marketing.

Publications

• Exploring digital corporate social responsibility communications on Twitter 16 September 2019
• Creativity and risk theories of advertising 15 April 2019
• Future Directions for Advertising Creativity Research 01 January 2019
• The 2012 "journal numbers": Answers to common queries 25 June 2013
• Electronic marketing orientation in the Small and Medium-sized Enterprises context 14 May 2018
• Agency Creativity: Teams and Performance: A Conceptual Model Links Agency Teams' Knowledge Utilization, Agency Creativity, and Performance 01 March 2017
• How do heuristics influence creative decisions at advertising agencies?: Factors that affect managerial decision making when choosing ideas to show the client 01 June 2018
• Consumer branded #hashtag engagement: Can creativity in TV advertising influence hashtag engagement? 01 April 2017
• Navigating the Peer-Review Process: Reviewers' Suggestions for a Manuscript: Factors Considered before a Paper Is Accepted or Rejected for the Journal of Advertising Research 01 January 2015
• How Corporate Culture Drives Advertising and Promotion Budgets: Best Practices Combine Heuristics and Algorithmic Tools 01 January 2014