Melanie Tao Xue
Introduction to Marketing Ⅱ
m.xue1@lancaster.ac.uk
Melanie Tao Xue, PhD is International Senior Teaching Fellow in Marketing at Lancaster University Management School, Lancaster University, United Kingdom. She is currently taking the role of Director of Studies (Programme Director) of BSc Business Studies at Lancaster University College at Beijing Jiaotong University, Weihai. Her research interests are in consumer behaviour, branding, social media, especially in the area of luxury marketing, influencer marketing and cause-related marketing. She has published in peer-reviewed international journals, including journal of Business Research, and presented her research at international conferences and has won a best conference paper reward. She has co-authored a book chapter on cause-related marketing in the recently published edited book entitled Socially-responsible international business: Critical issues and the way forward.