معرفی
John White is an Associate Professor in Marketing at the Plymouth Business School, part of the Faculty of Arts, Humanities, and Business at the University of Plymouth. His teaching focuses on foundational marketing concepts, contemporary marketing challenges, and advanced topics like marketing communications, direct marketing, and advertising. He has contributed to professional development programs, including the Chartered Institute of Marketing's diploma courses and a specialized short course on Marketing for Libraries for CILIP.
His research explores consumer behavior in diverse contexts, including ethical food labeling, local food sourcing trends, cross-border sport sponsorships, and fundraising ethics. He has also extensively studied agrifood supply chains in transition economies like Armenia, Moldova, and Ukraine, examining issues like power dynamics in buyer-supplier relationships and the role of cooperatives in price stability. His work bridges academic rigor with practical applications, such as evaluating social media marketing strategies and experimental consumer decision-making environments.
John's geographic and sectoral focus spans post-Soviet agrifood systems, retail cause-related marketing, and high-technology SME networks. His research has contributed to policy discussions on supply chain restructuring in Eastern Europe and Central Asia, emphasizing the interplay between economic transition and marketing practices.
