| Staff Details | ||||
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| Personal Information | ||
| Name | Brady, Mairead | |
| Main Department | Business Studies | |
| College Title | Assistant Professor in Business Studies | |
| mairead.brady@tcd.ie | ||
| College Tel | +353 1 896 2705 | |
| Web | http://people.tcd.ie/bradyma | |
| Biography | |
| 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 and the exploration of brand challenges. 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 branding.She is a co author on the Kotler, Keller, Brady, Goodman and 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 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; 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 advice experience mainly to multinational blue chip companies, start-ups and government agencies within Ireland. | |
| Representations |
| Details | Date |
| Editorial Board of the Journal of Marketing Management | |
| Editorial Board of the Journal of Business and Industrial Marketing | |
| Journal Reviewer: Qualitative Market Research: An International Journal | |
| Journal Reviewer: The European Journal of Marketing | |
| Paper Reveiwer for the IEEE/INFORMS International Conference on Service Operations and Logistics, and Informatics (SOLI 2007). | 2007 |
| Membership of Professional Institutions, Associations, Societies |
| Details | Date From | Date To |
| 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. | ||
| Member of the Academy of Marketing (UK and Ireland) | ||
| More Memberships>>> | ||
| Awards and Honours | |
| Award | Date |
| Winner of the Best Paper in the Technology and Marketing Track of Academy of Marketing (UK) | 2002 |
| Strategic Marketing Student of the Year Award | 1989 |
| Winner of the Best Postgraduate Paper Award at the Irish Academy of Management Conference | 1998 |
| Reviewer for American Academy of Marketing | 2004, 2005 and 2007 |
| SSRN Top Ten Paper Submission 2007 | 2007 |
| Languages |
| 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 marketing practice with an information and digital technology focus which currently includes a study on marketing metrics and social networking challenges. Information and interaction technologies and their application and diffusion within marketing management and practices form the core of her research. She studies changes internally in organizations and at the customer interface as a result of ICT developments and assimilation. Research Interests include: Digital technology challenges and readiness for future technolgical developments. Contemporary Marketing Practices - How is marketing practiced? What is the role of ICT within marketing practice? Data Capture and Management technologies:Implications and challenges. Digital assimilation. Social networking and understanding the challenges and the impacts Exploring the use of data and metrics to drive organisations |
| Research Interests | |||
| Branding | Consumer Behaviour | Consumer behaviour, society | Databases, database management, data mining |
| Global Supply Networks | Globalisation | Information technology, e-commerce | Innovation |
| International business | Management Information Systems | Management, information technology, information systems | Marketing |
| Marketing & Information& Communication Technology (ICT) | Marketing Research | Radio Frequency Identification Devices (RFID) | Services Marketing |
| Strategic management, strategy and marketing | Wireless systems, Radio technology |
| 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 |
| Summary | |
| 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 |
| Summary | |
| 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 |
| Lamest M and Brady M, Towards a research agenda: Exploring Financial and Marketing Metrics, Academy of Marketing (UK and Ireland), University of Southhampton, July , 2012, ppCD Rom | |
| Zamani F., and Brady M, How is Web 2.0 understood in Marketing: A definitional analysis from both IS and marketing perspectives, Winner of Best Paper in Track Award, Academy of Marketing (UK and Ireland), University of Southhampton, July, 2012, ppCd rom | |
| Claffey, E., and Brady., M, Towards a model of technology-mediated consumer engagement, Irish Academy of Management, University of Maynooth, September, 2012, ppCdrom | |
| 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 | |
| More Publications and Other Research Outputs >>> | |
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