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Dr. Mairead Brady

Assistant Professor in Business Studies (Business & Administrative Studies)
ARAS AN PHIARSAIGH

Research Associate (International Integration Studies (IIIS))


Dr Mairead Brady is a Assistant Professor in Marketing at the School of Business, Trinity College Dublin. She gained her Ph.D. at the University of Strathclyde in September 2001. Her research focuses on the understanding of marketing practice, the assimilation of digital technologies into marketing practice and at the consumer interface. This works centres on information technology diffusion and application with a dominant focus on data, databases, social networking, web 2.0 technological challenges and digital challenges.She is a co author on the Philip Kotler, Kevin Keller, Mairead Brady, Malcolm Goodman and Torben Hansen (2012) Marketing Management textbook. This is one of the world's leading marketing textbooks. She is a founding and active member of an international research group, the Digital Technology in Marketing Network with colleagues from University of Ulster, Queens University and the University of Limerick. Dr Brady has over 70 publications. She is the author of many journal articles in publications like the Journal of Marketing Management, the Journal of Business and Industrial Marketing, International Journal of Technology Marketing, Irish Marketing Review, Irish Journal of Management and Management Decision. She has been guest editor of the Creativity and Innovation Management Journal, Irish Journal of Management and the Journal of Business and Industrial Marketing. Many of her papers appear on the SSRN top downloads, indicative of the interest in her research. Two papers won the best paper in track award at the Academy of Marketing (UK and Ireland) in 2002 and again in 2012 - this one co-authored with one of her PhD students F. Zamani. She was chair of the Irish Academy of Management Conference when it was hosted by Trinity College Dublin. She was also on the organising committee of the 11th International Product Development Management Conference held at Trinity College. She is a reviewer for the following journals; Journal of Interactive Marketing, European Journal of Marketing, Journal of Marketing Management, Qualitative Market Research: An International Journal, Journal of the Irish Academy of Management, Journal of Business and Industrial Marketing and Management Research News. She is also a reviewer and/or track chair for the following conferences: European Marketing Academy Conference (EMAC), IEEE/INFORMS International Conference on Service Operations and Logistics, and Informatics, American Marketing Association and the American Academy of Management. Her many conference publications include the European Academy of Management (EURAM), American Academy of Management, (AM) the British Academy of Management (BAM), the Irish Academy of Management, the Academy of Marketing (UK and Ireland), the European Academy of Marketing (EMAC), Australian and New Zealand Marketing Academy (ANZMAC), IEEE/Informs Soli International Conference on Service Operations, Logistics and Informatics, the European Group in Organisational Studies (EGOS) and the Academy of International Business. She was the communications director for the technology and innovation special interest group of the American Marketing Association. She has over ten years business experience in a variety of roles with a major multinational based in Ireland - ITT World Directories (Golden Pages. She also has over ten years of consulting and executive education at senior management level to both national and multinational blue chip companies, start-ups and government agencies.
  Big Data Challenges   Branding   Consumer Behaviour   Databases, database management, data mining   Digital technology in marketing,   Marketing   Marketing & Information& Communication Technology (ICT)   Social media and social networking   Technology usage in data analysis and interpretation
Understanding the dynamics of simulation games for third level learning
'Exploring the Role of Marketing Metrics and Financial Metrics in the Irish Tourism Industry' .
Global supply networks and technology deployment for data managment
The Assimilation of IT in Marketing: Best Practices
The Role of ICT within Marketing Practice: Overlooked and Underexploited

Details Date
British Academy of Management Track Reviewer Marketing and Retailing 2010
Conference paper reviewer for the American Academy of Marketing, Academy of Marketing (UK and Ireland) and the Irish Academy of Management. 2004-2013
Guest Editor of the Journal of Business and Industrial Marketing 2008
Journal Article Reveiws for the Journal of Management Research News 2008
Journal Article Reviewer for the Journal of Marketing Management 2004 -2013
Journal Articles Review for the Journal of Interactive Marketing 2010 - 2013
Journal Reviewer: Qualitative Market Research: An International Journal 2009-2010
Journal Reviewer: The European Journal of Marketing 2009
Paper Reveiwer for the IEEE/INFORMS International Conference on Service Operations and Logistics, and Informatics (SOLI 2007). 2007
Session Chair at the IEEE Conference, Philadelphia USA 2007: Track Chairs at the European Group for Organisational Studies (EGOS) Bergen 2006;'The Organising Society', Track: Technology, Organisations and Society: Recursive Perspectives. With colleagues from University of Oxford, University of St Gallen, Imagination Lab Foundation and the Norwegian School of Management. Academy of Marketing Science, World Marketing Congress 2005. Track: Electronic Marketing Academy of Marketing Conference both track and Doctoral Panel: Reviewer, Presenter and Panel Member 2004 and 2006. Irish Academy of Management 2001 - 2006. Track: Marketing European Academy of Marketing Track Chair
Language Skill Reading Skill Writing Skill Speaking
French Medium Medium Medium
Details Date From Date To
Council Member of the Irish Academy of Management 2001 2006
Graduate Member of the Marketing Institute of Ireland
Member of Hamburg Aviation Conference Advisory Board 2013 2014
Member of IEEE April 2007
Member of the Academy of Marketing (UK and Ireland)
Member of the American Management Association 2014
Member of the American Marketing Association
Member of the British Academy of Management
Member of the Chartered Institute of Marketing (UK)
Member of the European Group of Organisational Studies (EGOS) - Sub Theme Convenor: Technology, Organisations and Society - Annual Conference 2006.
Member of the European Marketing Academy
Member of the International Competition Award Panel. "The Sheth Foundation Doctoral Thesis Award Competition." 2006 2009
Member of the Supply Chain Council
Memeber of the American Academy of Management
Kotler, P., Keller, K., Brady, M., Goodman, M., and Hansen, T,, Marketing Management, 3rd Edition, London, Pearson , 2015, 850 pagespp, Book, ACCEPTED
Claffey E., and Brady, M., , A Model of Consumer Engagement in a Virtual Customer Environment, , Journal of Consumer Behaviour, 2015, p1 - 25, Journal Article, ACCEPTED
Lamest, Markus. and Brady, Mairead (2014), , How Do Managers Use Marketing and Financial Metrics When Making Marketing Mix Decisions? , Global Marketing Academy Conference, Singapore, July , 2014, pp1 - 7, Conference Paper, PUBLISHED  TARA - Full Text
Lamest. Markus and Brady Mairead (2013), Metrics Selection and Utilisation in the Tourism Industry, , Academy of Marketing Conference (UK and Ireland), University of South Wales, 2013, pp1- 21 , Conference Paper, PUBLISHED
Lamest, Markus. and Brady, Mairead (2013), ), "Exploring the Use of Marketing Metrics and Financial Metrics in the Irish Tourism Industry", Irish Academy of Management Annual Conference , Waterford Institute of Technology , Sept , 2013, Conference Paper, PUBLISHED
Zamani, Farhoodeh and Brady, Mairead (2013),, Understanding Social Media Data Utilization in Marketing Decision Making, Irish Academy of Management Conference, Waterford Institute of Technology , September, 2013, pp1-18 , Conference Paper, PUBLISHED
Claffey E., and Brady, M., , A Model of Consumer Engagement in a Virtual Customer Environment,, Irish Academy of Management Annual Conference , Waterford Institute of Technology , September, 2013, pp1 - 19, Conference Paper, PUBLISHED
Lamest, Markus. and Brady, Mairead (2013), "Exploring the Metrics to Grapple with Advanced Data", Academy of Marketing (UK and Ireland) Annual Conference , University of South Wales, 2013, Conference Paper, PUBLISHED
Lamest, Markus. and Brady, Mairead (2013), , Exploring the Managerial Use of Marketing Metrics and Financial Metrics,, European Marketing Academy Conference (EMAC), , Istanbul Technical University,, 2013, Poster, PUBLISHED
Kotler, Philip, Keller, Kevin, Brady, Mairead, Goodman, Malcolm, and Hansen, Torben (2012), Marketing Management, 2nd edition, London, Pearson , 2012, 1 - 850pp, Book, PUBLISHED
  

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Mairead Brady, Information Technology and Marketing _ An Important Research Agenda, Conference proceedings of the Irish Academy of Management Conference, Limerick, September,1999, University of Limerick, 1999, Conference Paper, PUBLISHED
Mairead Brady, How Technology Led Changes are Impacting on Marketing and Contributing to Business Success, Conference proceedings of The First PostGraduate Research for Industry Conference, Dublin, Nov-98, Dublin Institute of Technology, 1998, Conference Paper, PUBLISHED
Mairead Brady, Technology is Impacting On Marketing but to What Extent?, The Marketing News, 1998, p6 - 7, Journal Article, PUBLISHED
Mairead Brady, The Changing World of Business, Marketing Communicator, 1997, Journal Article, PUBLISHED
Brady, M., and Ui Ghallachoir, K., Distance Learning Manual - Marketing Planning and Management Module, 4th Year, The Marketing Institute of Ireland, 1997, Journal Article, PUBLISHED

  

Award Date
Reviewer for American Academy of Marketing 2004, 2005 and 2007
SSRN Top Ten Paper Downloads: Marketing 2007, 2008, 2009, 2010, 2012, 2013
Strategic Marketing Student of the Year Award 1989
Winner of Best Paper Academy of Marketing Conference (UK and Ire): Track: Marketing 2001
Winner of Best Paper at the Academy of Marketing conference (UK and Ireland). Track: Marketing and Ecommerce 2012
Winner of Best Paper in Marketing Track - Irish Academy of Management Conference 2013
Winner of the Best Postgraduate Paper Award at the Irish Academy of Management Conference 1998
The main focus of Dr Brady's research is on understanding contemporary marketing practice with an information and digital technology focus. Current studies include data and metrics, social networking challenges and marketing practice. Information and interaction technologies and their application and diffusion within marketing management form the core of her research. She studies changes internally in organizations and at the customer interface as a result of technology assimilation. Research interests include: The role of digital technologies within marketing practice: Data capture and management: implications and challenges: Exploring and understanding social networking - the data perspective: Exploring the use of data and metrics within companies.