Staff members with discipline Marketing
Academia develops at the interface of different fields. This is one reason why the University of Groningen is home to a wide range of fields, each with a great number of subject specialists. The overview below, which is based on a standard categorization of fields, will help you find the right expert for each field. If you cannot find the expert you are looking for in this list, try searching via a related field or faculty; you may find him or her there.
Qualitative research methods
I am deeply fascinated by what you could label "Hidden Persuasion": how subtle (and not so subtle) marketing cues influence consumers in their emotions, thoughts and behavior, frequently without them being aware of this influence. The results of this research can aid in empowering consumers and foster health and wellbeing. Please see the research page for an overview of published work in these areas
Strategic Brand Management
Consumers Brand Behavior
Experimental Design & Data Analysis
- Advertising and labelling
Please click on the homepage icon above for more information about my research and teachig activities.
* Brand marketing expertise: branding & positioning, private labels, price & promotion tactics, retailer-supplier relationship and exclusive assortment
* General fields of interest: food trends, new business models and business valuation.
Master thesis supervision on the topic of electronic word-of-mouth (eWOM) and online consumer reviews (OCRs)
Sales Management and Customer Relationship Management
Pricing (e.g., Online-Offline Pricing, Dynamic Pricing)