John Dawes

Professor John Dawes is associate director (operations) at the Ehrenberg-Bass Institute. He has over 25 years of marketing research experience. His areas of expertise are brand metrics and the effects of price promotions, as well as understanding survey-based metrics such as customer satisfaction and willingness to recommend. John’s book Marketing Planning & Strategy aims to guide readers through the marketing planning process from start to finish, drawing on examples from large brands like Ikea and Krispy Kreme to digital startups like Starling Bank.