Peter Mouncey FMRS, F IDM

Cranfield School of Management

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Peter Mouncey

Visiting Fellow


Peter Mouncey


  • Market research
  • Data for marketing & customer service
  • Key account management
  • Marketing accountability

Related Programmes

Widely known in the market research, direct marketing and CRM sectors, Peter played a key role in the senior management team behind the Automobile Association’s success as the UK’s leading motoring organisation. Responsibilities have covered market research, marketing planning, competitive intelligence, customer database services, customer satisfaction programmes, key account management, brand strategy and the development and implementation of a multi-million pound enterprise-wide CRM programme. Since leaving the AA in 2000, Peter has worked as a consultant in marketing related fields. As well as researching and lecturing in KAM and marketing accountability at Cranfield, he is Editor of the MRS International Journal of Market Research, a long term member of the Market Research Standards Board and also specialises in data protection and research. He is part time Director of Research at the Institute of Direct Marketing, teaching market research on the IDM Diploma, involved in developing and running education programmes and projects in CRM (CRM Certificate) and data management (new online course the Award in Data Management) and is on the Executive Editorial Board of the IDM’s journal. Peter is an ex Chairman of the MRS, and an elected Fellow of the MRS and IDM. He has published several papers in the past; a finalist for the MRS Silver Medal (2004); is joint Editor of ‘Market Research Best Practice, 30 visions for the future’ (Wiley/ESOMAR, 2007) and joint author with Malcolm McDonald of ‘Marketing Accountability’ (Kogan Page, 2009).
+44 (0)1635 42167

Management Themes

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