Research interests include: creative and risky decision-making in the advertising business; heuristic versus algorithmic decision-making by managers when choosing creative projects; marketing budgeting decision-making; the role and propensity for companies to adopt e-marketing and m(mobile)-marketing.

Douglas West is Professor of Marketing at King¹s College London and Visiting Fellow of Kellogg College, University of Oxford.  Amongst others he has taught at Birkbeck University of London, Cass Business School, the University of Birmingham, Henley Business School, the University of Leeds, the Rotterdam School of Management, WU (Vienna University of Economics and Business) and the University of Calgary.  His main fields of interest are marketing strategy, marketing management and marketing communications.
 
His business experience includes market research at a subsidiary advertising agency of a leading multinational agency group and as an assistant marketing director at an international toy company.  He has acted as a marketing consultant for a variety of companies in Britain and Canada.  He has taught executive programmes at the Chartered Institute of Marketing and the Institute of Management and with a variety of leading companies such as 3M, ABB, Abbey, Allianz-Cornhill, Atkins, Canon, Clerical Medical Investments, Corus, Credit-Suisse, Fujitsu, Heinz, Dixons, Knight Frank, NatWest, PwC, Marks & Spencer, O2, Shell, Toyota, Unilever and UBS.
 
He has published widely in the advertising and marketing press. He is author of Direct and Interactive Marketing (Oxford University Press, 2001) and Marketing Strategy: Creating Competitive Advantage (3rd Ed, Oxford University Press, 2015) and is the past Editor, and now Contributing Editor, of the Journal of Advertising Research.