Dr Charles Graham

Adjunct Professor/ Senior Marketing Scientist

Charles is an Adjunct Professor/ Senior Marketing Scientist at the Institute based in London. He is an active member of the Institute’s category growth research team and has contributed to a number of market research projects for Ehrenberg-Bass Sponsors.

Charles has extensive experience in long-term behavioural loyalty and competitive market structures. His wider research interests include category growth, predictable outcomes of retail footfall flows and the audience for in-app advertising. His work has been published in International Marketing Review, The Journal of Strategic Marketing, Journal of Retailing and Consumer Services and the Australasian Marketing Journal.

Academic Publications

Graham, C., O’Rourke, G., & Khan, K. M. (2023). The Double Jeopardy in high street footfall. Journal of Place Management and Development. 16 (4), 541-560.

Graham, C., & Kennedy, R. (2022). Quantifying the target market for advertisers. Journal of Consumer Behaviour, 21(1), 33-48.

Dawes, J., Graham, C., Trinh, G., & Sharp, B. (2022). The unbearable lightness of buying. Journal of Marketing Management, 38(7-8), 683-708.

Dawes, J., Graham, C. and Trinh, G. (2021) The Long-Term Erosion of Repeat Purchase Loyalty European Journal of Marketing 55(3) 763-789.

Dunn, S., Graham, C., Nenycz-Thiel, M., & Tanusondjaja, A. (2021). Investigating undercurrents of stationarity and growth with long-term panel data. International Journal of Market Research, 63(6), 786-809.

Tanusondjaja, A., Graham, C., Dunn, S., Nenycz-Thiel, M., & McColl, B. (2021). A rising tide lifts all boats: the role of share and category changes in managing organic sales growth. Journal of Strategic Marketing, 1-18.

Sharp, B., Romaniuk, J., Graham, C., 2019, Marketing’s 60/20 Pareto Law

Bennett, D., Graham, C., and Nagy, M., 2019, ‘Why Include the BoP in your Marketing Strategy?’, International Marketing Review, 37 (1) 76-97.

Graham, C., Khan, K., & Ilyas, M., 2019, ‘Estimating the value of passing trade from pedestrian density’, Journal of Retailing and Consumer Services, 46.103-111.

Graham, C., Bennett, D., Franke, K., Henfrey, C. L., & Nagy-Hamada, M., 2017, ‘Double Jeopardy – 50 years on. Reviving a forgotten tool that still predicts brand loyalty’, Australasian Marketing Journal, 25(4), 278-287.

Scriven, J., Bound, J., & Graham, C., 2017, ‘Making sense of common Dirichlet deviations’, Australasian Marketing Journal, 25(4), 294-308.

Graham, C. D. A., 2009, ‘What’s the point of Marketing anyway? The prevalence, temporal extent and implications of long-term market share equilibrium’, Journal of Marketing Management, 25(9-10), 867-874.

Khan, K., Graham, C. and O’Rourke, G. (2023). Measures of Revolution on the Local High Street. Academy of Marketing Conference 2023. University of Birmingham 04 – 06 Jul 2023 Academy of Marketing.

Dunn, S, Graham, C, Tanusondjaja, A and Nenycz-Thiel, M (2020). Is Category Expansion a Realistic Long-Term Objective for Established Brands? 2020 Academy of Marketing Science, World Marketing Congress. Brisbane Australia 14 – 17 Jul 2020 (Accepted but postponed)

Nagy,M., Bennett, D. and Graham, C., ‘2019, ‘A Framework for Growth at the Bottom of the Pyramid’, Academy of Marketing, London, UK.

Nagy,M., Bennett, D. and Graham, C., 2019, ‘Think Category Not Brand to Break Through at the Bottom of the Pyramid’, European Marketing Academy Conference (EMAC), Hamburg, Germany.

Anesbury, Z., Graham, C., & Bennett, D., 2018, ‘The effect of cumulative category and brand growth on competitive intensity’, ANZMAC, Adelaide, Australia.

Franke, K., Bennett, D., & Graham, C., 2018, ‘Loyalty Deviations and the Small Brand Syndrome’, ANZMAC, Adelaide, Australia.

Nenycz-Thiel, M., Graham, C., Dawes, J., McColl, B., Tanusondjaja, A., Martin, J., & Victory, K., 2018, ‘How markets grow. The factors associated with category expansion’, ANZMAC 2018, Adelaide, Australia.

Nenycz-Thiel, M., McColl, B., Dawes, J., Trinh, G., & Graham, C., 2018, ‘Predicting Category Growth from Quarterly Penetration’, ANZMAC, Adelaide, Australia.

Henfrey, C., Graham, C., & Bennett, D., 2018, ‘The Effects of Brand Portfolio Management on Brand Choice Behaviour’, Academy of Marketing, Stirling, UK.


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