Consumption is no longer relegated or understood as a set of practices, but encapsulates a broader perspective. With the rise of a neoliberal capitalist system, consumers are presented with an excess of marketized choice- choice of products, choice of identity, choice of lifestyle, partners, and jobs. This means that as consumers become increasingly savvy, the practice of marketing- be it advertising, social media, networking, or public relations- must follow suit.
Having completed her Doctoral degree in Management with a specialization in Marketing at the University of Edinburgh, Alexandra is uniquely able to appropriate academic and theoretical concepts, ultimately contributing to smarter business practices. As a qualitative researcher, she is skilled in conducting in-depth interviews, social media projective techniques, as well as narrative and discourse analyses. An avid and passionate writer, Alexandra iswell-versed in the practice of ‘storytelling’, in order to make sense of- and present large amounts of complex data to international audiences. In general, her research is broadly interdisciplinary, interlinking marketing, communications, advertising, political, and gender study disciplines. Her research poses benefits for marketing managers, advertisers, consumer activist groups, public policy makers, and advertising regulation committees.
Currently, Alexandra works at ICN Business School as an Assistant Professor in Marketing. In addition to her previous work experience as a marketing research assistant, teacher, and adjunct professor at The University of Edinburgh Business School and The Walton College of Business at the University of Arkansas, she worked in Corporate Communications at the Allianz Headquarters in Munich, Germany. She also ran a successful copy-editing business over five-years as a doctoral student, where she regularly employed a team of five free-lance editors to edit academic manuscripts, industry and trade publications, website content, and personal communications.
Prior to her doctoral studies, Alexandra received an MSc. in International Business and Emerging Markets from the University of Edinburgh and a BSc. in Business Administration with a focus in Marketing from the Eller College of Management at the University of Arizona.