麻豆传媒

Roles and Responsibilities

Professor in Marketing

Deputy Director of the National Innovation Centre for Rural Enterprise

Co-ordinator of the H2020 Strength2Food Project

Co-investigator for the Project

Qualifications

BSc (Economics and Politics), University of Bristol

PhD (Small businesses), University of Plymouth

Certificate of Teaching and Learning in Higher Education, 麻豆传媒

Certified Member of the Market Research Society (CMRS)

Professional Memberships

Market Research Society 

International Association of Agricultural Economists

European Association of Agricultural Economists

European Academy of Marketing

Research Groups at 麻豆传媒

National Innovation Centre for Rural Enterprise

Marketing Research Community 

Innovation, Enterprise and Digital Business Research Community

Journal Roles

Associate Editor of the

Editorial Board member for

External Roles

ESRC Studentship Panel Member

Grant proposal and progress reviewer for the European Commission

External reviewer for UN FAO

Research Profiles

Teaching

NBS8526 Principles of Marketing (module leader)

NBS8571 Principles of Marketing (module leader)

This module includes student teams working on the Greggs Marketing Challenge.

The module seeks to:

• evaluate and assess critically, the principles in marketing and core marketing theory.

• interpret marketing knowledge and analysis to critically evaluate current and formulate appropriate future marketing strategies, and produce coherent recommendations to achieve an organisation's strategic goals.

• enhance students' skills to effectively communicate the results of their strategic market analysis and to provide evidence based recommendations to a client.

• enhance students’ ability to work effectively, with flexibility and sensitivity, in multi-cultural teams.

Topics Covered:

What is Marketing?

Marketing Strategy

Marketing Environment

Market Segmentation, Targeting and Positioning.

Product and Brand Management including New Product Development

Services marketing

Pricing

Marketing Communications

Distribution

Dissertation Supervision

NBS8011 - Dissertation

NBS8523 - MBA Individual Project

NBS8512 Dissertation in Marketing

MKT3096 Marketing Dissertation

Current Research Interests

Agri-food supply chains and sustainability

Small businesses and rural development

Geographical Indications / Protected food names

Consumer food choice

Digital marketing

Research Groups

National Innovation Centre for Rural Enterprise

Marketing: Consumers, Communications and Services

Innovation, Enterprise and Digital Business Research Community

Current Projects 

National Innovation Centre for Rural Enterprise (NICRE) 

EU4Advice

GI Smart -

Hort2thefuture -

Crop Matching -

Previous externally funded projects

INNOGROW

Strength2Food (co-ordinator)

VALUMICS  

Creative Spark /business-school/news/item/newsnewcastleuniversitybusinessschoolwelcomesenterpriseeducatorsfromaz.html 

. Enterprise Research Centre and BEIS. Led by Prof. Jeremy Phillipson.

COMPETE (International comparisons of product supply chains in the agro-food sectors: determinants of their competitiveness and performance on EU and international markets). EU FP7.

Drivers of rural business growth, decline and stability. Input for Frontier Economics project funded by Defra.

EU INTAS funded research project on Supporting the International Development of the CIS Agricultural Sector (SIDCISA). Study of agricultural marketing relationships in Armenia, Moldova and Ukraine.

SCARLED (Structural Change in Agriculture and Rural Livelihoods), 6th Framework project funded by the European Commission.

Water Resource Strategies and Drought Alleviation in Western Balkan Agriculture (). Funded by EU FPVI INCO West Balkans. Studies of agricultural water management in Serbia and Macedonia.

FOCUS-Balkans. Consumer food choice in the Balkans. EU FP7.

British Council Newton Fund - Adding Value to the Vietnamese agri-food sector

Sustainable agriculture in Central and Eastern European Countries (). EU FP5.

. For World Bank.

. EU FAIR (while at Wye College, University of London). Led by Professors Allan Buckwell and Sophia Davidova.

  OECD. (while at Wye College, University of London). Led by Professors Allan Buckwell and Sophia Davidova.

The research projects I have been involved with generated around £4.7m in research income to 麻豆传媒. Funders include: Research England, EU Framework 5, 6 and 7, H2020, Horizon Europe, ERDF Interreg, ESRC, The British Council, Swedish International Development Agency (SIDA), Defra, and ONE North East.

Postgraduate supervision

I typically supervise one new PhD student per year, usually in the fields of:

Agri-food supply chains and sustainability

Small businesses and rural development

Protected food names / Geographical Indications

Consumer food choice

Digital marketing

• Articles

  • Bazi S, Filieri R, Gorton M. . Internet Research 2026, Epub ahead of print.
  • Malekinezhad F, Maye D, Gorton M. . British Food Journal 2026, 128(13), 452-470.
  • Nguyen T, Phillipson J, Wishart M, Roper S, Gorton M. . Journal of Rural Studies 2025, 114, 103580.
  • Tregear A, Gorton M, Maye D, Morse A, Steytler M. . Journal of Marketing Management 2025, Epub ahead of print.
  • Discetti R, Tocco B, Gorton M. . Journal of Business Ethics 2025, epub ahead of print.
  • De A, Tocco B, Gorton M. . Transportation Research Part D: Transport and Environment 2025, 146, 104855.
  • Maye D, Gorton M, Morse A, Tocco B, Steytler M. . Agricultural and Food Economics 2025, 13, 88.
  • Khafagy A, Nguyen T, Gorton M, Phillipson J. . Journal of Small Business Management 2025, 63(5), 2455-2483.
  • Hartmann M, Yeh CH, Gorton M, Tocco B, Török Á. . Agribusiness 2025, epub ahead of print.
  • Del Prete M, Golossenko A, Gorton M, Tocco B, Samoggia A. . Journal of Business Ethics 2025, 197, 391-421.
  • Filipovic J, Gorton M, Markovic S. . Psychology & Marketing 2025, 42(6), 1456-1475.
  • Czine P, Gorton M, Bauerné Gáthy A, Vuk A, Balogh P, Chou Y, Török Á. . Journal of Environmental Management 2025, 373, 123649.
  • Chatzopoulou E, Gorton M. . Annals of Tourism Research 2025, 115, 104046.
  • Kłoczko-Gajewska A, Malak-Rawlikowska A, Majewski E, Wilkinson A, Gorton M, Tocco B, Wąs A, Saïdi M, Török Á, Veneziani M. . European Urban and Regional Studies 2024, 31(3), 281-301.
  • Gorton M, Marek-Andrzejewska E, Pang G, Andrzejewski W, Lin Y. . Electronic Commerce Research and Applications 2024, 65, 101382.
  • von Berlepsch D, Lemke F, Gorton M. . Journal of Business Ethics 2024, 189, 9-34.
  • Freeman R, Phillipson J, Gorton M, Tocco B. . Sociologia Ruralis 2024, 64(3), 510-528.
  • Panzone L, Tocco B, Brečić R, Gorton M. . Journal of Retailing 2024, 100(1), 85-103.
  • Buckley A, Yannopoulou N, Gorton M, Lie S. . Journal of Current Issues & Research in Advertising 2024, 45(4), 388-401.
  • Agnihotri A, Bhattacharya S, Gorton M. . Industrial Marketing Management 2024, 117, 1-13.
  • De A, Kalavagunta A, Gorton M, Goswami M. . Journal of Environmental Management 2024, 366, 121914.
  • Bazi S, Filieri R, Gorton M. . Journal of Business Research 2023, 160, 113778.
  • Tiwasing P, Gorton M, Phillipson J, Maioli S. . Journal of Rural Studies 2023, 100, 103007.
  • Gorton M, Kastenhofer K, Lemke F, Esquivel L, Nicolau M. . Journal of Business Ethics 2023, 192, 729–744.
  • Newbery R, Roderick S, Sauer J, Gorton M, Robbins K. . International Journal of Entrepreneurial Behavior & Research 2023. In Press.
  • Gorton M, Yeh CH, Chatzopoulou E, White J, Tocco B, Hubbard C, Hallam F. . Ecological Economics 2023, 209, 107852.
  • Mattas K, Tsakiridou E, Karelakis C, Lazaridou D, Gorton M, Filipovic J, Hubbard C, Saidi M, Stojkovic D, Tocco B, Tregear A, Veneziani M. . Trends in Food Science & Technology 2022, 120, 248-253.
  • De A, Gorton M, Hubbard C, Aditjandra P. . Transportation Research Part E: Logistics and Transportation Review 2022, 161, 102723.
  • Amilien V, Discetti R, Lecoeur J-L, Roos G, Tocco B, Gorton M, Biasini B, Menozzi D, Duboys de Labarre M, Filipović J, Meyer K, Török Á, Veljković S, Wavresky P, Haugrønning V, Csillag P, Simons J, Ognjanov G. . Journal of Rural Studies 2022, 95, 336-349.
  • Merrell I, Phillipson J, Gorton M, Cowie P. . Journal of Rural Studies 2022, 93, 81-91.
  • Brecic R, Gorton M, Cvencek D. . Appetite 2022, 176, 106094.
  • Tran PNT, Gorton M, Lemke F. . Industrial Marketing Management 2022, 106, 183-196.
  • Tran PNT, Gorton M, Lemke F. . Journal of Business Research 2021, 127, 277-289.
  • Gorton M, Tocco B, Yeh C-H, Hartmann M. . Ecological Economics 2021, 189, 107173.
  • Shahabi Ahangarkolaee S, Gorton M. . International Journal of Consumer Studies 2021, 45(2), 273-286.
  • Angell R, Gorton M, Bottomley P, Marder B, Erz A. . International Marketing Review 2021, 38(6), 1308-1330.
  • Bellassen V, Arfini F, Antonioli F, Bodini A, Boehm M, Brečić R, Chiussi S, Csillag P, Donati M, Dries L, Drut M, de Labarre MD, Ferrer H, Filipović J, Gauvrit L, Gil GM, Gorton M, Hoàng V, Hilal M, Steinnes KK, Lilavanichakul A, Malak-Rawlikowska A, Majewski E, Monier-Dilhan S, Muller P, Napasintuwong O, Nikolaou K, Nguyen M, Quỳnh AN, Papadopoulos I, Peerlings J, Török A, Poméon T, Ristic B, Schaer B, Stojanovic Z, Tocco B, Maksan MT, Veneziani M, Vitterso G. . Research Data Journal for the Humanities and Social Sciences 2021, 6(1), 1-22.
  • Yan M, Filieri R, Raguseo E, Gorton M. . Technological Forecasting & Social Change 2021, 166, 120644.
  • Yeh C-H, Hartmann M, Gorton M, Tocco B, Amilien V, Steinnes KK. . Appetite 2021, 167, 105591.
  • Brečić R, Sinčić Ćorić D, Lučić A, Gorton M, Filipović J. . European Journal of Marketing 2021, 55(13), 41-62.
  • Yan M, Filieri R, Gorton M. . International Journal of Information Management 2021, 58, 102315.
  • Angell R, Bottomley P, Brecic R, Filipovic J, Gorton M, Logkizidou M, White J. . European Sport Management Quarterly 2021, 21(4), 605-624.
  • Phillipson J, Gorton M, Turner R, Shucksmith M, Aitken-McDermott K, Areal F, Cowie P, Hubbard C, Maioli S, McAreavey R, Souza-Monteiro D, Newbery R, Panzone L, Rowe F, Shortall S. . Sustainability 2020, 12(10), 3973.
  • Angell R, Gorton M, Bottomley P, White J, Bhaskar S, Marder B. . Information Technology & People 2020, 33(2), 755-773.
  • Bazi S, Filieri R, Gorton M. . Journal of Business Research 2020, 112, 223-235.
  • Sauer J, Gorton M, Davidova S. . Post-Communist Economies 2019, 31(2), 200-217.
  • Chatzopoulou E, Gorton M, Kuznesof S. . Annals of Tourism Research 2019, 77, 128-140.
  • Phillipson J, Tiwasing P, Gorton M, Maioli S, Newbery R, Turner R. . Journal of Rural Studies 2019, 68, 230-239.
  • Fredriksson L, Bailey A, Davidova S, Gorton M, Traikova D. . Land Use Policy 2017, 60, 37-47.
  • Dawson P, Gorton M, Hubbard C, Hubbard L. . Journal of Agricultural Economics 2017, 68(1), 301-315.
  • Harvey D, Hubbard C, Gorton M, Tocco B. . Journal of Agricultural Economics 2017, 68(1), 199-205.
  • Angell R, Gorton M, Bottomley P, White J. . European Sport Management Quarterly 2016, 16(2), 190-213.
  • Newbery R, Gorton M, Phillipson J, Atterton J. . Environment and Planning C: Government and Policy 2016, 34(7), 1267-1283.
  • Tregear A, Torok A, Gorton M. . Environment and Planning A 2016, 48(2), 433-451.
  • Angell A, Gorton M, Sauer J, Bottomley P, White J. . Journal of Advertising 2016, 45(2), 198-210.
  • Balogh P, Békési D, Gorton M, Popp J, Lengyel P. . Food Policy 2016, 61, 176-184.
  • Gorton M, Angell R, Dries L, Urutyan V, Jackson E, White J. . Industrial Marketing Management 2015, 50, 69-77.
  • Petrovici D, Shan Y, Gorton M, Ford J. . Journal of Business Research 2015, 68(6), 1324-1331.
  • Sauer J, Gorton M, Davidova S. . Agricultural Economics 2015, 46(5), 629-641.
  • Dries L, Gorton M, Urutyan V, White J. . Supply Chain Management: an International Journal 2014, 19(1), 98-107.
  • Gorton M, Salvioni C, Hubbard C. . EuroChoices 2014, 13(1), 15-19.
  • Gorton M, Angell R, White J, Tseng Y-S. . European Journal of Marketing 2013, 47(11/12), 1931-1953.
  • Sehib K, Jackson EL, Gorton M. . International Journal of Consumer Studies 2013, 37(4), 379-386.
  • Newbery R, Sauer J, Gorton M, Phillipson J, Atterton J. . Environment and Planning A 2013, 45(4), 967-985.
  • Brecic R, Filipovic J, Gorton M, Ognjanov G, Stojanovic Z, White J. . International Marketing Review 2013, 30(4), 275-296.
  • Milosevic J, Zezelj I, Gorton M, Barjolle D. . Appetite 2012, 58(1), 205-214.
  • Davidova S, Fredriksson L, Gorton M, Mishev P, Petrovici D. . Environment and Planning C: Government and Policy 2012, 30(2), 209-227.
  • Sauer J, Gorton M, White J. . Agricultural Economics 2012, 43(2), 165-177.
  • Gorton M, Sauer J, Supatpongkul P. . World Development 2011, 39(9), 1624-1637.
  • Gorton M, Zaric V, Lowe P, Quarrie S. . Journal of Rural Studies 2011, 27(2), 144-152.
  • Hubbard MC, Gorton M. . Environment and Planning C: Government and Policy 2011, 29(1), 80-95.
  • Latruffe L, Davidova S, Douarin E, Gorton M. . Europe-Asia Studies 2010, 62(2), 351-365.
  • Gorton M, Lowe P, Quarrie S, Zaric V. . Environmental Politics 2010, 19(4), 578-598.
  • Gorton M, Sauer J, Peshevski M, Bosev D, Shekerinov D, Quarrie S. . World Development 2009, 37(12), 1951-1963.
  • Gorton M, Hubbard MC, Hubbard LJ. . Regional Studies 2009, 43(10), 1305-1317.
  • Tregear A, Gorton M. . European Journal of Marketing 2009, 43(5/6), 826-842.
  • Gorton M, White J. . Post-Communist Economies 2009, 21(4), 475-494.
  • Gorton M, Tregear A. . Environment and Planning C: Government and Policy 2008, 26(6), 1047-1060.
  • Gorton M, Douarin E, Davidova S, Latruffe L. . Journal of Rural Studies 2008, 24(3), 322-336.
  • Gorton M, White J. . Outlook on Agriculture 2007, 36(4), 237-246.
  • Iraizoz B, Gorton M, Davidova S. . Agricultural Systems 2007, 93(1-3), 143-169.
  • Chaplin H, Gorton M, Davidova S. . Regional Studies 2007, 41(3), 361-376.
  • Gorton M, White J, Dries L, Ignat A, Sardaryan G, Skripnik A. . Eurasian Geography and Economics 2007, 48(6), 733-747.
  • Gorton M, Dumitrashko M, White J. . Food Policy 2006, 31(1), 90-103.
  • Phillipson J, Gorton M, Laschewski L. . Sociologia Ruralis 2006, 46(1), 40-60.
  • Zemeckis R, Lazauskas S, Gorton M. . Land Use Policy 2005, 22(3), 255-264.
  • Gorton M, Lowe P, Zellei A. . Sociologia Ruralis 2005, 45(3), 202-223.
  • Petrovici DA, Gorton M. . Food Policy 2005, 30(2), 205-223.
  • Phillipson J, Gorton M, Raley M, Moxey A. . Environment and Planning C: Government & Policy 2004, 22(1), 31-54.
  • Gorton M, Ignat G, White J. . International Journal of Human Resource Management 2004, 15(7), 1249-1261.
  • Gorton M, Davidova S. . Agricultural Economics 2004, 30(1), 1-16.
  • Zaharieva E, Gorton M, Lingard J. . Post-Communist Economies 2004, 16(2), 229-243.
  • Chaplin H, Davidova S, Gorton M. . Journal of Rural Studies 2004, 20(1), 61-77.
  • Davidova S, Gorton M, Iraizoz B, Ratinger T. . Journal of Agricultural Economics 2003, 54(2), 227-245.
  • Gorton M, White J, Chernyshova S, Skripnik A, Vinichenko T, Dumitrasco M, Soltan G. . Agribusiness 2003, 19(4), 409-424.
  • Zaharieva E, Gorton M, Lingard J. . Journal of Purchasing and Supply Management 2003, 9(5-6), 235-245.
  • Gorton M, Kovacs B, Mizik T, Davidova S, Ratinger T, Iraizoz B. . Post-Communist Economies 2003, 15(3), 401-416.
  • Ness M, Gorton M, Kuznesof S. . British Food Journal 2002, 104(7), 506.
  • Laschewski L, Phillipson J, Gorton M. . Environment and Planning C: Government & Policy 2002, 20(3), 375-391.
  • Gorton M, Davidova S. . World Economy 2001, 24(2), 185-200.
  • Gorton M. . Land Use Policy 2001, 18(3), 269-279.
  • Gorton MJ, Davidova S, Ratinger T. . Comparative Economic Studies 2000, 42(1), 59-86.
  • Gorton M. . Entrepreneurship and Regional Development 1999, 11(1), 39-55.

• Book Chapters

  • Gorton M, Tocco B. . In: Virginie Amilien, Monia Saïdi, Matthieu Duboys-De-Labarre, ed. Sustainable Consumption and Everyday Food Practices in Europe. London: Routledge, 2026, pp.242-248.
  • Tocco B, Cunningham JA, Magistrali A, Phillipson J, Gorton M. . In: Bosworth G; Chapman P; Newbery R; Steiner A; Webber DJ, ed. Rural Entrepreneurship: Harvesting Ideas and Sowing New Seeds. Leeds: Emerald Publishing Limited, 2025, pp.23-38.
  • Gorton M, Tocco B, Csillag P, Filipović J, White J. . In: M. Garcia Martinez, ed. Consumers and food: Understanding and shaping consumer behaviour. Burleigh Dodds Science Publishing, 2023.
  • Arfini F, Antonioli F, Donati M, Gorton M, Mancini MC, Tocco B, Veneziani M. . In: Arfini, F. and Bellassen, V, ed. Sustainability of European Food Quality Schemes: Multi-Performance, Structure, and Governance of PDO, PGI, and Organic Agri-Food Systems. Cham: Springer International Publishing, 2019, pp.3-21.

• Online Publication

  • Maioli S, Tiwasing P, Gorton M, Phillipson J, Newbery R. . Enterprise Research Centre, Warwick University, 2020. ERC Research Paper.

• Reports

  • Tocco B, Nguyen T, Phillipson J, Gorton M, Dwyer J, Hotopp U, Bradley P. . 麻豆传媒 upon Tyne: National Innovation Centre for Rural Enterprise, 2024. State of Rural Enterprise Report 7.
  • Nguyen T, Phillipson J, Thompson-Glen M, Magistrali A, Ward J, Fitzsimmons C, Goulton R, Moss M, Gorton M. . 麻豆传媒, 麻豆传媒 upon Tyne: National Innovation Centre for Rural Enterprise, 2024.
  • Tocco B, Noble J, Maye D, Morse A, Gorton M, Steytler M. . 麻豆传媒 upon Tyne: National Innovation Centre for Rural Enterprise, 2024.
  • Tocco B, Thompson-Glen M, Nguyen T, Magistrali A, Martin J, Phillipson J, Anderson H, Henderson J, Gorton M, Curry J. . 麻豆传媒 upon Tyne: National Innovation Centre for Rural Enterprise, 2023. NICRE Research Report 15.
  • Nguyen T, Phillipson J, Gorton M, Roper S, Dwyer J, Mole K, Hotopp U, Maioli S. . 麻豆传媒 upon Tyne: National Innovation Centre for Rural Enterprise, 2023. State of Rural Enterprise Report, No 4.
  • De A, Tocco B, Gorton M. . 麻豆传媒 upon Tyne: National Innovation Centre for Rural Enterprise, 2023. NICRE Research Report 17.
  • Phillipson J, Gorton M, Nguyen T, Wishart M, Roper S, Ozusaglam S, Khafagy A, Dwyer J, Hotopp U, Turner R, Tocco B, Maioli S, Hill I, Merrell I. . 麻豆传媒-upon-Tyne, 2022. National Innovation Centre for Rural Enterprise State of Rural Enterprise Report 1.
  • Davidova S, Bailey A, Dwyer J, Erjavec E, Gorton M, Thomson K. . Brussels, Belgium: European Parliament, 2013. Directorate-General For Internal Policies IP/B/AGRI/IC/2012-65.