Branding, Marketing Communication, Marketing Strategy, Marketing Planning, Marketing for care organizations

Strategic marketing planning, Governance of buyer-supplier relationships, Interfirm absorptive capacity

Innovation management, service innovation, entrepreneurial marketing, customer value management, B2B marketing, marketing-sales interface
Qualitative research methods

Consumer Behavior, Decision making, Social Marketing, Sustainability, Public engagement

Innovation Adoption, Value Appropriation, Digital Business Models,  E-Commerce, Digital Transformation, Digital Innovations, Artificial Intelligence, Motion Picture Industry, Videogame Industry, Music Industry, Social Media & Influencers.

service technology, robotics, customer engagement, sustainability, food waste 

Consumer psychology, persuasion, unconscious influence, consumer self-regulation, nudging and heuristics, consumer health and well-being, food-related decision making.

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

Marketing dynamics, Marketing mix effectiveness (Advertising, Price), Marketing in times of crisis, Marketing decisions

Content | Marketing | Communications

Digital marketing, marketing attribution, ad blocking, (online) customer journey, (online) advertising, mobile marketing, customer relationship management, customer feedback metrics, text mining

Marketing, CRM, Churngedrag, Klantreizen

Digital Marketing, Unstructured Data, Social Media, Deep Learning, Data Science

Customer relationship management; Customer orientation; Direct marketing.

Consumer behaviour in the energy sector.

Consumer well-being, Consumer psychology, Consumption, Health, Spending, Sustainability, Branding, Communication

Consumer Behavior, Persuasion, Financial behavior

Modelbuilding / Marketing / Management / Competition / Promotions

Consumer ethics | Decision-making | Cause-Related Marketing | Charities | Fundraising | Corporate Responsibility | Sustainable Society | Consumer behavior | Sustainable packaging | Justice and Fairness | Negotiation and bargaining  

Progamme management, executive education, marketing, consumer behavior

Project management in career preparation

Past: study advice and research

Marketing Strategy, Innovation, Artificial Intelligence, Digital Transformation, Intangible Assets, Marketing-finance Interface

Quantitative marketing, social networks, social influence, societal change, responsible marketing.

Environmental psychology, economic psychology, consumer marketing, sustainable behaviour

My research interests and teaching portfolio are in economic psychology, social marketing, and public policy/communication, with particular reference to beliefs, social cognition, and consumer behavior. I am especially interested in the psychological underpinnings of broader macro-level phenomena, which can influence not only consumer behaviour but also business/government perspectives.

My current research is focused on how communication strategies, signals, and beliefs affect broader social sentiments and movements. For example, how do government interventions affect the spread of conspiracy theories? How do beliefs about the economy shape attitudes towards sustainability? What are the implications on consumer behaviour?

consumer behavior

* Retail marketing expertise: grocery retailing in general, retail branding & format development, category management & the retail-mix, shopping behavior, online food retailing and quick commerce, omni-channel retailing.* 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.

Marketing, Retailing, Sustainable Behavior, Big Data 

Marketing management in general (especially retail & omnichannel marketing and international marketing), and business research methodology (especially qualitative research and quantitative survey & experimental research).
Supervision and coaching of master thesis students (mostly in the field of retail marketing).
Education management, program management.

Marketing-Interfaces (e.g., Marketing-HR Interface, Marketing-Organization)
Sales Management and Customer Relationship Management
Pricing (e.g., Online-Offline Pricing, Dynamic Pricing)
Business-to-Business Marketing

Marketing | Grocery Retailing | Entrepreneurship in Retailing