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prof. dr. P.C. (Peter) Verhoef

Dean, Professor
Profile picture of prof. dr. P.C. (Peter) Verhoef

Peter C. Verhoef (1972) is dean of the Faculty of Economics and Business since June 2019 and is pro-rector of the University of Groningen. He is also Professor of Marketing . He is the founder and was director of the University of Groningen Business School (UGBS) . He also is the founder and was director of the Groningen Digital Business Centre. He obtained his Ph.D. in 2001 at the School of Economics, Erasmus University Rotterdam, The Netherlands. His research interests concern customer management, customer loyalty, multi-channel issues, category management, and buying behavior of organic products. He has extensively published on these topics. His impactful publications have appeared in journals, such as Journal of Marketing, Journal of Marketing Research, Marketing Science, International Journal of Research in Marketing, Harvard Business Review, Marketing Letters, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, and Journal of Retailing. His work has been awarded with the Donald R. Lehmann award for the best dissertation based article in the Journal of Marketing and Journal of Marketing Research in 2003, the Harald M. Maynard Award for the best paper published in Journal of Marketing, and the Sheth Award for long-term impact of the Journal of Marketing in 2013 and 2021. In 2020 he won the Steenkamp long-term impact award of the International Journal of Research in Marketing. He also received best paper awards from the Journal of Retailing and the Journal of Interactive Marketing. He is currently an editorial board member of the Journal of Marketing, Journal of Retailing, Journal of the Academy of Marketing Science and the  Journal of Interactive Marketing. He functioned as an area editor for Marketing Science and Journal of Marketing Research and is a senior editor of the International Journal of Research in Marketing. He is considered as a highly cited researcher according to Web of Science. 

He has extensive teaching experience for undergraduate, graduate and Ph.D. students. He is also involved in executive teaching contributing to multiple executive programs.. He is the founder of the Customer Insights Center, University of Groningen. He currently is also academic fellow of the Marketing Science Institute in Boston ( and is an EMAC fellow. He co-chaired the EMAC 2017 conference in Groningen.

He is has published a book on big data analytics in marketing in 2016 that has been translated in Dutch and Chinese. In 2021 a second updated edition of this book was published in 2021 with a stronger focus on data science and artificial intelligence.

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Last modified:09 July 2023 8.47 p.m.