dr. K.J. Alsem
Karel Jan Alsem has a MScBA (1981) and a Phd in Marketing (1991) from the University of Groningen. From 1981 to 1985 he was employed at the SEO, Foundation of Economic Research of the University of Amsterdam. Since then he is working at the Department of Marketing, Faculty of Economics, University of Groningen, currently as Assistant Professor of Marketing, since 2012 for one day a week.
His main research interests concern strategic brand management, marketing communications and marketing planning. His papers have appeared in amongst others the International Journal of Research in Marketing, International Journal of Forecasting, the Journal of Market Focused Management and Applied Economics.
In 1993 he published a (Dutch) monograph on Strategic Marketing Planning, widely used in business schools and now in its sixth edition (2013). In 2006 an international version is published by McGraw Hill.
Since 2012 he is also Professor of Applied Sciences (Lector) in Marketing at the Hanze University of Applied Sciences.
As branding expert Dr Alsem is regularly asked for interviews and advice on branding and positioning issues (see also http://www.alsemstrategie.nl/).
|Last modified:||03 January 2015 1.26 p.m.|