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The University of Southampton
Southampton Business School

Dr Paul Fifield PhD MBA BA FCIM FRSA

Visiting Professor in Marketing Strategy

Dr Paul Fifield's photo

Dr Paul Fifield is Visiting Professor in Marketing Strategy within Southampton Business School at the University of Southampton.

Being born a marketer is not enough to keep being a marketer you have to listen watch and learn constantly. The market is like "a river that you can never walk in twice" the speed of its flow may vary and even when it appears solid under ice dangers lurk in its depth. Paul Fifield knows this, not for its own sake but for his customers. He listens watches learns and applies the best of his vast knowledge to help his clients' organisations align themselves to the market they wish to serve.

Over thirty years of listening, watching, learning and applying academic and strategic thought to marketing has created a fertile mind which Paul brings to his customers, his writing and his teaching.

"Marketing Strategy is the process by which the organisation aligns itself with the market it wishes to serve."

This does not imply mere fashion, in fact much of what Paul Fifield delivers is beyond fashion. He knows that there are models from the past that will clarify today's position. Only after 20 years is the market segmentation approach that was born out of his PhD thesis coming of age; sometimes the thinking and the time for the market alignment takes longer than we think.

Dr Fifield is married with three children and lives in Winchester. He holds a degree in Business Studies as well as an MBA and a PhD in Marketing Strategy, both from Cranfield University. He was elected a Fellow of the Chartered Institute of Marketing (FCIM) in 1988, an elected member of CIM Council 1999-2001 and the CIM International Board of Trustees 2002-2004. Paul was appointed Visiting Professor at Southampton University School of Management in 2006. He is currently President of the CIM Southern Region and a Fellow of the Royal Society for the encouragement of Arts, Manufacturers and Commerce (FRSA).

Research interests

  1. 1. Market Segmentation:
    1. Its application to Marketing Strategy
    2. Its interaction with Branding and Positioning
    3. Its use as a market mapping tool
  2. The Marketing Organisation:
    1. The interface between customer needs and organisational culture and processes

Dr Paul Fifield
Southampton Business School, University of Southampton, Highfield, Southampton SO17 1BJ, UK

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