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Trinity College Dublin

Personal Information
College Photo Name Brady, Mairead
Main Department Business & Administrative Studies
College Title Assistant Professor in Business Studies
College Tel +353 1 896 2705
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.
Details Date
Journal Article Reviewer for the Journal of Marketing Management 2004 -2013
Journal Articles Review for the Journal of Interactive Marketing 2010 - 2013
Guest Editor of the Journal of Business and Industrial Marketing 2008
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
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Membership of Professional Institutions, Associations, Societies
Details Date From Date To
Member of Hamburg Aviation Conference Advisory Board 2013 2014
Member of the British Academy of Management
Member of the European Marketing Academy
Member of the American Marketing Association
Member of the European Group of Organisational Studies (EGOS) - Sub Theme Convenor: Technology, Organisations and Society - Annual Conference 2006.
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Awards and Honours
Award Date
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 Best Paper Academy of Marketing Conference (UK and Ire): Track: Marketing 2001
Strategic Marketing Student of the Year Award 1989
Winner of the Best Postgraduate Paper Award at the Irish Academy of Management Conference 1998
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Language Skill Reading Skill Writing Skill Speaking
French Medium Medium Medium
Description of Research Interests
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.
Research Interests
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
Research Projects
Project title ‘Exploring the Role of Marketing Metrics and Financial Metrics in the Irish Tourism Industry’ .
Summary This research explore marketing metrics as the lense through with much of the data within organisations is reviewed and used. The tourism sector is particularly data driven and could be considered part of the audit society with speed, frequency and range of data flooding companies who are then challenged to use this inforamtion.
Funding Agency Failte Ireland
Programme €42,000
Type of Project Irish Tourism Study 2012
Date from Sept 2012
Date to Sept 2014
Person Months 1

Project title Global supply networks and technology deployment for data managment
Summary Global supply networks need to be managed to maximise both efficiency and service provision to the final consumer. More and more technology is now supporting global supply networks particularly EDI and finance orientated systems and sensor or RFID (radio frequency identification devices) technologies. This study will build on research already in progress (see publications below) which endeavours to understand the role of RFID and other technologies along the supply chain. The unique prespective it the focus on both information and financial flows and the implementation challenges of changing what is a very antiquated and complex system.
Funding Agency Arts and Social Benefactor Fund
Programme €1,200
Type of Project
Date from Jan 2008
Date to Dec 2008
Person Months

Project title The Role of ICT within Marketing Practice: Overlooked and Underexploited
Funding Agency Arts and Social Sciences Benefactions Fund (€2,000)
Programme Marketing and Information Technology
Type of Project Research
Date from 2004
Date to 2005
Person Months

Project title The Assimilation of IT in Marketing: Best Practices
Funding Agency Research Council
Programme Government of Ireland Small Research Project Grant in the Humanities and Social Science Scheme 03-04
Type of Project
Date from November 2003
Date to
Person Months

Publications and Other Research Outputs
Peer Reviewed
Kotler, P., Keller, K., Brady, M., Goodman, M., and Hansen, T,, Marketing Management, 3rd Edition, London, Pearson , 2015, 850 pagespp
Claffey E., and Brady, M., , A Model of Consumer Engagement in a Virtual Customer Environment, , Journal of Consumer Behaviour, 2015, p1 - 25
Kotler, Philip, Keller, Kevin, Brady, Mairead, Goodman, Malcolm, and Hansen, Torben (2012), Marketing Management, 2nd edition, London, Pearson , 2012, 1 - 850pp
Lamest, M., and Brady M., , Exploring the Metrics to grapple with Big Data, British Academy of Management Conference, University of Cardiff, September, 2012, ppCdrom
Zamani F., and Brady M, A definitional analysis of Web 2.0: A marketing and IS perspective, British Academy of Management, University of Cardiff, September, 2012, Cd rom
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Last Updated:22-SEP-2014