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Professor Gretchen Larsen

Professor in Marketing

Professor in Marketing in the Business School+44 (0) 191 33 49425


Gretchen is an interpretive and critical consumer researcher, with expertise in the relationship between consumption, marketplace cultures, and arts and culture. Much of her research focuses on identity and its relationship to consumption, and more recently it has begun to address affective and embodied interactions with sonic phenomena in the marketplace. An increasingly important motivation for her work is to examine those consumers and areas of consumption that are under-represented or even excluded in consumer society and in consumer research.

Gretchen has published in several leading journals, including the European Journal of Marketing, Marketing Theory, the International Journal of Management Reviews, and Organization. She has also co-authored a book “Music, Marketing and Consumption” and has authored various book chapters. Gretchen has been instrumental in developing the field of arts marketing and consumption. For example, she was one of the founding co-editors of Arts Marketing: An International Journal and has guest-edited special issues on arts marketing topics in various academic journals.

Following a research-led approach to education, Gretchen specialises in teaching consumption and consumer culture, arts marketing, and marketing theory, although she has developed and delivered a broad range of marketing modules across all levels. She has so far supervised nine PhD students to completion. Potential students need to be interested in interpretive and critical approaches to marketing and consumer research.

Gretchen has made a significant service contribution throughout her career, via a series of leadership roles such as Directorships of the MSc International Marketing (King’s College London) and the MSc Marketing and MSc Advanced Marketing (University of Bradford), and head of the former Marketing, Markets and Consumption Research Cluster at Durham University. Her most significant contribution has been in the area of equality, diversity and inclusion (EDI) where she has played an important role in integrating EDI into the fabric and culture of Durham University Business School, through her roles as Faculty Lead for EDI (2018-2021) and as Athena SWAN Champion where she led on the successful application for a Bronze Award in 2018. Gretchen also sats on the Chartered Association of Business Schools EDI Committee (2019 - 2022).

Currently, Gretchen is the Co-Director (Business) for Durham University's Institute of Advanced Study.

Prior to joining Durham, Gretchen worked at King's College London, where she was the Director of the MSc International Marketing. She has also worked at the University of Bradford and the University of Otago (New Zealand) and held visiting posts at EADA (Spain) and LKEAM (Poland).

Mini Biography

Professor Gretchen Larsen is an interpretive and critical consumer researcher, with expertise in the relationship between consumption, marketplace cultures, and arts and culture. She has published in a range of leading journals and has co-authored a book, ‘Music, Markets and Consumption” as well as a number of book chapters. Gretchen’s teaching is in the area of marketing theory and consumption. She has also held a series of major administrative responsibilities, including Faculty Lead for Equality, Diversity and Inclusion (2018-2021).

Research interests

  • Consumption and Consumer Research
  • Arts Marketing and Consumption
  • The Consumer Interest and Consumerism
  • Critical Marketing


Authored book

Chapter in book

Journal Article

Supervision students

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