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Maarten Gijsenberg appointed as professor of Marketing Dynamics

09 March 2022
Maarten Gijsenberg
Maarten Gijsenberg

The Faculty of Economics and Business is pleased to announce that dr. ir. Maarten Gijsenberg has been appointed as professor of Marketing Dynamics.

Maarten Gijsenberg obtained his MSc in Business Engineering and his PhD in Marketing at the University of Leuven (Belgium). After his PhD, he became Assistant Professor of Marketing at the Louvain School of Management in Mons (Belgium), before moving to the University of Groningen in August 2011 where he got the same position. As of August 1, 2015 Gijsenberg became Associate Professor of Marketing at University of Groningen.

modelling marketing decisions

His research mainly focuses on the econometric modelling of marketing decisions (timing and size of investments, targeting of actions, advertising) and their effectiveness, with special attention to the over-time dynamics of the latter (due to for instance the impact of both macro-economic and firm-specific crises on consumers’ behaviour). Current research projects focus on the role of consistency and creativity in advertising effectiveness, strategic purchasing and returning behaviour of online customers, and the role of marketing investments in fostering firms’ resilience to macro-economic crises. Gijsenberg´s work has been published in the Journal of Marketing Research, the International Journal of Research in Marketing, and Frontiers in Psychology, among others. He also serves on the editorial board of the International Journal of Research in Marketing, and has been serving as track chair for the annual EMAC conference since 2015.

over-time evolution

As professor of Marketing Dynamics, Gijsenberg will focus on the investigation of the over-time evolution in marketing decisions and their resulting effects on outcome metrics that are relevant to consumers, companies, and/or society as a whole. While marketing research often focuses on short-term immediate effects based on cross-sectional data, he will explicitly take a long-term view. Gijsenberg thereby investigates how over-time evolutions can be driven by history, timing, competitive interactions, and macro-economic fluctuations, among others. Relevant metrics include customer satisfaction and other mindset metrics, sales and market share, sustainable consumption and employment.

Last modified:09 March 2022 2.09 p.m.

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