Dr. Marzena Nieroda is an Assistant Professor in Marketing at the Alliance Manchester Business School, The University of Manchester, U.K, where she obtained her Ph.D. in Marketing. Her research interests relate to the marketing of technology-based innovations, also in health care settings. Focused on user/consumer requirements, Marzena explores the acceptability and feasibility of such innovations and develops marketing strategies for its successful launch and management. Marzena is a strong believer in highly personalized and user-centered marketing approaches that can enhance business performance and in the healthcare context create opportunities for positive social impact (e.g., by promoting well-being for all at all ages).
Marzena has published in, and reviewed for a number of specialist conferences and international journals, such as Journal of Business Research, Journal of Marketing Theory and Practice and Journal of Medical Internet Research Publications, contributing to the fields of business/marketing and health care research. Marzena is an editorial board member of the Journal of Business Research and she is a recipient of three best paper awards from the Academy of Marketing Science conference.