Whitepapers

Every year, the Customer Insights Center of the University of Groningen (RUGCIC) develops three whitepapers with scientific customer insights on current and relevant themes for marketing managers.

We are currently working on three white papers that will be published in the coming year:

Conspicuous consumption van Prof. dr. Bob Fennis
Artificial intelligence by Prof. dr. Jochen Hartmann and Jaap Wieringa
The future of Privacy by Prof. dr. Jaap Wieringa and Gilian Ponte

Published research reports

The short management summaries and tables of contents of previously published research reports can be downloaded for free by everyone, just click on the titles in the table below. If you want more, you can contact us to request the complete versions, provided your company is a member.

Report topics and summaries
How COVID-19 Influences Human Behaviour and Marketing Decision-Making
New Insights from Written Big Data
Successful Product Development and Innovation
B2B Pricing, a systematic pricing process to unlock hidden profits
Artificial Intelligence and Robotics in Marketing
Marketing Attribution: how to measure the contribution of a channel?
Customer Experience (CX): can you sense it?
Loyalty programs: new insights
Machine Learning: what is it and how can we use it?
Nudges: how shopping cues seduce customers to choose and buy your brand
Return to sender: drivers and consequences of online product returns
Can’t get no satisfaction: how attachment styles affect customerand employee-firm relationships
Managing customers in an evolving omnichannel world
Psychology of the defaulter: how to motivate debtors to pay
Unstructured data: can its power be unleashed?
Mobile marketing: how mobile devices change the role of marketing
How advertising works
Privacy: opportunities and threats for companies and consumers
Sports as marketing instrument: could it be gold?
Subtle influence: when mindless choices result in positive effects
Customer feedback metrics: the predictive power of customer satisfaction, NPS and other metrics
Price of the crisis: how to deal with increased price sensitivity?
Tensions in digital marketing: strategies, cases and more
Neuro marketing: discover and exploit the opinion of the brain
Online branding: brand measurement using social media
Corporate Social Responsibility
Social networks and new media
Churn: which customers could possibly get lost?
Behavioral Targeting: customer specific offerings at the right moment
Customer expansion: more value from existing customers
Competing on analytics: status quo of customer intelligence
Recession marketing: interesting chances in dark economic ages
Implementation: why do marketing projects succeed or fail?

Last modified:

15 February 2023 5.50 p.m.

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