Terry Smith

Dr Terry Smith, with a PhD in Marketing, has worked in HE for over 20 years, researching, writing, & teaching across the broad spectrum of Marketing. His industry experience in a range of Senior Marketing roles in the B2B sector, together with joint ownership of an SME, has added a vital practical perspective to his academic expertise.

Books include 'BRAND FUSION: Purpose-driven brand strategy' and 'The Roots and Uses of Marketing Knowledge', both by De Gruyter, as well as 'MARKETING COMMUNICATIONS: A brand narrative approach' by Wiley, all with a focus on the management of brand meaning.

'Brand Fusion: Purpose-driven brand strategy', (July 2022), is a mixture of theoretical expertise and contextual experience, presenting both an intellectual and philosophical analysis of brand meaning and a practical guide to purpose-driven brand strategy.