Ewch i’r prif gynnwys
Dr Mark Toon

Dr Mark Toon

Lecturer in Marketing and Strategy,Deputy Head of Section (Learning & Teaching)

+44 (0)29 2087 4420
D04, Adeilad Aberconwy, Rhodfa Colum, Cathays, Caerdydd, CF10 3EU



  • PhD (Cardiff)
  • MPhil (Newcastle)
  • MSc (Cardiff)










  • Toon, M., Morgan, R. E. and Robson, M. 2011. Alliance governance in marketing channels: substitutes and multidimensional forms. Presented at: Marketing Theory Challenges in Emerging Societies : Conference Proceedings, Iaşi, Romania, 21-23 September 2011 Presented at Munteanu, C. ed.Proceedings of 2nd European Marketing Academy (EMAC) Regional Conference, Iasi, Romania, 21-23 September 2011. Iasi: Alexandru Ioan Cuza University of Iasi pp. 247-253.





Teaching commitments

  • University Graduate College Structural Equation Modeling (programme coordinator)
  • MBA Business Project Supervision
  • MSc Marketing Plan Supervision
  • MSc Venture Growth & Development (module coordinator)
  • Yr 3 Strategic Management, core module (module coordinator)
  • Yr 3 International Business (module coordinator)

Research interests

Dr. Mark Toon is a specialist in business-to-business relationships with a background in construction industry research. Mark is a Lecturer in marketing and strategy at Cardiff Business School where he is also Deputy Head of the Marketing and Strategy Section and lectures on Strategic Management, Entrepreneurship and Small Business Development.

Mark’s principle research focus is on industrial marketing and he is currently working on leading edge research exploring value co-creation in complex construction projects. These complex construction projects cover ambitious urban regeneration work in which multiple agents come together to deliver construction and creative space environments that have sustainable social impact. Mark contributes to the development of insight in relational governance and how to harness the separate agendas of multiple actors and co-create solutions.

Mark has additional expertise in small business development among key professions including dentists, pharmacists, solicitors and other professional groups. Low levels of formal business training among these groups creates difficulties in achieving performance for the business, potential limitations to the effective function of the professionals in their core work and the potential for high levels of stress. Work in this area is at an early stage but enjoys collaborative interdisciplinary support and builds on Mark’s executive education work in this area.

This research is supported by a solid industrial background with management experience the food industry and current work with for-profit, and not-for-profit organisations and start-ups. His current focus on value co-creation in complex construction contexts reflects a keen interest in promoting better understanding of the challenges presented by collaboration among the varied parties that come together to realise visionary projects. Work in this area extends insight for both practitioners and academicians alike.

Key word profile:

Industrial marketing
Relationship Marketing
Value (co-)creation
Small business

PhD supervision research interests

  • Industrial (business to business) marketing
  • Interorganisational governance
  • Interorganisational relationships
  • Transaction cost theory


Past projects