Gretchen Larsen
Cultural Marketing Professor
Dr. Gretchen Larsen is an interpretive and critical consumer researcher, with expertise in the intersection between arts, culture, consumption, and markets. She is an associate professor at Durham University (United Kingdom), where she specializes in teaching consumption and consumer culture, and arts, heritage and tourism marketing. Her research has been published extensively in multiple books and leading academic journals.
Dr. Larsen has also held a series of major administrative responsibilities, including Faculty Lead for Equality, Diversity and Inclusion (2018-2021). Prior to joining Durham, she 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 Business School (Spain) and Leon Kozminski Academy of Entrepreneurship and Management (Poland).
Key mentoring areas include:
- Arts, heritage, and tourism marketing
- Consumption and consumer research
- Critical marketing
- The consumer interest and consumerism