Professor Keith Fletcher was the Founding Dean and Professor of Marketing, at the School of Management University of East Anglia, (now Norwich Business School) before he accepted a secondment to be Director of education at The Chartered Institute of Marketing.
Before this he had been Professor of Marketing at Strathclyde Graduate Business School, at the time the most prestigious Business school in Scotland, and a Senior Lecturer at Brighton Polytechnic. He gained his doctorate in consumer decision making and his research interests include consumer behaviour, marketing information systems and the development of CRM. He was also Chief Examiner at The Institute until he took up his new role.
He has done most things expected from Professors and Deans and has written numerous conference papers, articles, chapters and a textbook on consumer behaviour and database marketing issues. He was also the Director of one of the 24 LTSN subject centres funded by the government to bring teaching and learning excellence to business and management education. The Business, Management and Accountancy Subject Centre (known as BEST) is now part of the Higher Education Academy.
He has been a member of the Scientific Committee of FEDMA, The Market Research Society Professional Development Advisory Board, The Institute of Direct Marketing Research Steering Group, and was Chair of the East of England Interactive Marketing Network.
Keith gained experience in consultancy and training with a number of companies. Main topics were the constraints and barriers to adoption of new approaches and Strategic Interactive Marketing Planning (SIMP).