The Centre
for Marketing Leadership
Marketing as Change,
Not Exchange.
The Centre for Marketing Leadership explores the role of marketing as a leadership discipline responsible for guiding organisations through change. Drawing on the research of Dr Anthony J. McMullan, the Centre examines how marketing influences organisational evolution, strategic direction, and long-term value creation.
Marketing has traditionally been understood through the concept of exchange. The research underpinning the Centre proposes a deeper explanation. Exchange is the outcome. Change is the reason.
Organisations, markets, customers, and societies continually evolve. Marketing, properly understood, is the discipline responsible for anticipating, and guiding organisations through this process of change.
This perspective reframes marketing as a leadership capability rather than simply a communications or promotional function.
About the Centre
The Centre for Marketing Leadership was established to advance understanding of marketing as a leadership discipline grounded in the concept of change. Its purpose is to bridge marketing theory and organisational practice by translating rigorous scholarship into practical frameworks that help organisations respond to evolving markets and expectations.
About the Founder
Dr. Anthony J. McMullan is a practitioner and scholar whose work examines the foundations of marketing theory and practice and the role of marketing in guiding organisational and societal change.
His doctoral thesis, The Concept of Change: A Determinant for Explaining the Substance of Marketing, proposes that the true substance of marketing lies not in exchange but in the leadership of change.
Research:
Marketing and
Service Quality
The Centre is currently examining the relationship between marketing leadership and service quality.
Service quality gaps often emerge when organisations fail to adapt to evolving customer expectations and market conditions. This research program explores how organisations anticipate, detect, interpret and respond to change within their operating environments.
Three Simple Plliars
Marketing as Change
Understanding how organisations evolve in response to shifting markets and expectations.
Marketing Leadership
The role of marketing as a leadership discipline within organisations.
Organisational Alignment
How organisations sustain service quality through continuous adaptation.