-
About Alan C. Middleton
My research is about brands, domestically and internationally. I am looking at changes in buyers responses to brands based on assessment of not only the commercial functional and image properties, but also internal cultural values and attitudes as they impact buyer assessments, and Community engagement and reputation, drawing from the emerging field of corporate social responsibility. I am looking at how these issues along with on-line and off line activity effect the value of a brand to its target customers.
Honours
2015 Received International Association of Business Communicators Toronto Communicator of the Year award
2012 Received Queen Elizabeth II Diamond Jubilee Award for services to literacy
2012 Received Association of Canadian Advertisers ACA Gold Medal
2005 Inducted into the Canadian Marketing Hall of Legends in the Mentor category
Recent Publications
“Brand Doctor” a monthly column in Marketing Magazine since January 2014
“Measuring Marketing Communications effectiveness in an ever changing world - the role of the MarCom Dashboard” edited Alan Middleton, published ACA September 2012
“The Journey from Brand Equity to Brand Value: measuring a critical strategic business system” Brand Finance Journal Fall 2012
“The Times they are A-Changing – Time for a major emphasis on the 3 x Ls of Life Long Learning at Canadian Universities” Canadian Journal of University Continuing Education Vol. 37 #2 Fall 2011
“An Examination of the Major Challenges Impacting University Delivered Executive Education”, by Wesson, Barrows, Barrows and Middleton, a chapter in “The University as a Business” ed Rondo-Brovetto and Saliterer pub. 2011
“City Branding and Inward Investment” a chapter in Keith Dinnie’s “City Branding – Theory and Cases” pub. 2011 Palgrave Macmillan
Alan C. Middleton
Distinguished Adjunct Professor of Marketing; Executive Director Schulich Executive Education Centre
MBA & PhD (York)BSc (London, UK)