■ Drucker Faculty ■
Jenny Darroch
Professor of Marketing
Ph.D., University of Otago, 2002
M.Comm. University of Auckland, 1992
B.Appl.Econ. (Honors), Massey University, 1999
B.M.S., University of Waikato, 1985

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Teaching Interests and Areas of Expertise

Marketing Strategy, Marketing Management, Strategic Brand Management

Current Research Interests

Marketing Strategy, Entrepreneurship, Innovation, Brand Management 
Jenny Darroch Marketing Through Turbulent Times

Professional Activities

Jenny Darroch is Professor of Marketing at the Peter F. Drucker and Masatoshi Ito Graduate School of Management at Claremont Graduate University. She specializes in marketing strategy - in particular market definition and market segmentation, with a special interest in marketing to women.

Her publications appear in leading journals such as the European Journal of Marketing, Journal of Business Research, Journal of Business Ethics and the Journal of Small Business Management. A career highlight was co-editing (with George Day and Stan Slater) a Special Issue of the Journal of the Academy of Marketing Science: A Tribute to Peter Drucker in 2009.
Jenny’s first book, Marketing Through Turbulent Times, was published in 2010 (Palgrave Macmillan; see www.MarketingThroughTurbulentTimes.com). She has just completed another book, Why Marketing to Women Doesn’t Work, which will be released by Palgrave Macmillan in Summer 2014. This is a book about market segmentation with an emphasis on  marketing to women.

Jenny has developed her own approach to market segmentation that draws on the theory of effectuation because she firmly believes that many answers lie within the organization. She also enjoys developing solutions that involve “changing the conversation in the market” to allow organizations to open up new ways of competing. This approach influences Jenny’s teaching, research agenda and consulting assignments and in fact inspired her signature course "Transforming and Creating Markets to Generate Growth," which Jenny has delivered to audiences around the world.

Working Papers

  • Marketing in a recession: the importance of maintaining marketing expenditure during a recession.
  • Beyond innovation: what does it take to change product-market boundaries?
  • Does marketing suffer from managerial myopia?
  • Is necessity the mother of invention?


MGT321/514 Marketing Management
MGT352 Marketing Strategy
MGT708 Transforming and Creating Markets to Generate Growth


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