This open-access textbook was first released in the 2022 Autumn semester at Western Sydney University. Since then it has been the recommended text for business students at WSU Online, WSU Sydney City Campus, and the University of Economics Ho Chi Minh City, Vietnam. We welcome any suggestions for improvements at: 


In line with developments in the field, and feedback received from students and academics the second edition has several modifications:

  • This is now a multi-authored book as the entire teaching team helped in putting together the second edition
  • We adopted the ‘students as partners’ philosophy. Our student partners have contributed to the content of the book. They have also provided us with valuable feedback, which helped us in undertaking revisions
  • This edition includes ‘new’ content that the authors feel is critical for all professionals to be familiar with. Additional chapters include ‘Use of census data’ and ‘Aboriginal research methods’ which have traditionally not been part of marketing research
  • With its groundbreaking launch on November 30, 2022, by OpenAI – and its meteoric rise to 100 million users by January 2023 – ChatGPT is a revolution in the AI space. A marketing textbook is incomplete without acknowledging this new chatbot on the block! Our chapter on ‘Artificial Intelligence and information’ – as expected – is duly revised

Author Dr Aila Khan

Dr. Aila Khan

Aila is a Senior Lecturer at the School of Business, Western Sydney University (WSU). Some of her most exciting projects – social robots, individuals’ well-being, and charitable giving – were initiated by students as part of their thesis work.

Photo of co-author Dr Mohammad Munir Hossain

Dr. Mohammad Munir Hossain

Munir has over 23 years of experience in academia. His research interests are in the fields of consumer behaviour and cross-cultural studies.


Dr. Sabreena Amin

Dr. Sabreena Zoha Amin is a researcher and an academic at the School of Business, Western Sydney University (WSU), Australia. Sabreena holds research interest in the broad areas of consumer behaviour, service marketing, digital marketing, and international marketing.

Photo of the chapter author, Jacki Montgomery

Dr. Jacki Montgomery – chapter author of Case Study: Using customer insights to reposition Western Sydney University

Dr. Jacki Montgomery is a Lecturer in Advertising at Western Sydney University. With an academic background in marketing and advertising, she is keenly interested in the dexterity of language and the profound role that insight can play in advertising campaigns. She frequently speaks at academic conferences, and has presented at creative industry events, including Semi Permanent and Mumbrella. Jacki is recognised both nationally and internationally as an exceptional communicator and teacher, and was recently awarded Western Sydney University’s Teacher of the Year.

Profile picture of chapter author Siddharth Jain

Dr. Siddharth Jain – chapter author of Use of census data.

Dr. Siddharth Jain is a recent WSU Ph.D. graduate, with a Master’s degree in Professional Accounting and Business Administration. Siddharth is also an Associate CPA member. With over three years of experience in both teaching and research, Siddharth has honed his skills at the business school of WSU, gaining expertise in econometrics and data analysis, as evidenced by his numerous published research.

This book was possible due to the work undertaken by our amazing scholars from WSU Students as Partners (SAP) program.


Sanaa Harrass has completed her Bachelor of Medical Science from Western Sydney University. Previously, Sanaa has also undertaken a bachelor’s degree in Economics and Political Science (Cairo University). She has two daughters, aged 12 and 15. Sanaa loves reading and is a huge fan of herbal medicine.


Amanda Cooper is a Ph.D. candidate working in the Writing and Society Research Centre at Western Sydney University. After completing her Bachelor of Arts in 2015, she was awarded the Dean’s Medal for Academic Excellence by the School of Humanities and Communication Arts. Amanda has also worked within the University as a tutor, mentor, and student partner with the 21C Partnership Xchange Hub.

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Customer Insights Copyright © 2023 by Aila Khan, Munir Hossain and Sabreena Amin is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License, except where otherwise noted.

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