Director: Prof. Bob Fennis
The mission of the research program in marketing is to conduct cutting-edge fundamental and applied research within and across the three main disciplines in the field of marketing: strategy, modeling and consumer behavior. The main aim is to consolidate the position of the program in the top ten research groups in this field in Europe.
The program has a very strong research tradition and members have contributed numerous publications in leading international journals (e.g. Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Marketing Science, and International Journal of Research in Marketing). Many of these publications have proven to be highly influential, and several have been nominated or even won best paper awards of major journals. Furthermore, several members of the group serve in editorial boards of these major marketing journals.
Research projects within the program often deal with rich empirical data, joining a strong theoretical foundation with sophisticated methodology. In addition, a growing proportion of researchers conduct experimental studies in the lab. The aim is to study real-world marketing problems in a theory-driven, rigorous, scientific manner. The research program includes several important lines of research: customer relationship management, promotions, advertising, retailing, pharmaceutical marketing, and consumer behavior. Furthermore, an additional line of research deals with developing research methods, such as meta-analysis, agent-based modeling, mixture models, spatial econometric models, and time series.
Examples of specific projects within these research streams deal with the relationship between customer satisfaction and firm financial performance, the relative effectiveness of promotion formats in supermarkets, effectiveness of direct-to-consumer versus direct-to-physician marketing efforts in pharmaceutical markets, understanding compulsive buying behavior, and the role of self-control in consumer behavior.
To get an in-depth impression of specific research projects and publications within the research program marketing, visit the web pages of our research staff or contact researchers through email. In addition, you might want to check our seminar series at http://www.rug.nl/feb/Onderzoek/events/seminarsMark.
