MAARTEN J. GIJSENBERG

Associate Professor of Marketing at the University of Groningen

Maarten J. Gijsenberg is Associate Professor of Marketing at the University of Groningen, the Netherlands. He is born in Belgium (1981) and holds an MSc in business engineering and a Ph.D. in marketing (both from the University of Leuven, Belgium).

His research mainly focusses on the econometric modeling of marketing decisions (timing and size of investments, targeting of actions) and their effectiveness, with special attention to the over-time dynamics of the latter (due to e.g. the impact of both macroeconomic and firm-specific crises on consumers’ behavior), and main focus on advertising. His work has been published in the Journal of Marketing Research and the International Journal of Research in Marketing.

He was second runner-up of the 2010 EMAC McKinsey Marketing Dissertation Award, and his research has also been awarded a Marie Curie Fellowship of the European Commission. He was the finalist of the 2013 Paul E. Green Award, finalist of the American Marketing Association SERVSIG Best Services Article Award 2015,  and finalist of the 2018 William O’Dell Award. His paper on advertising effectiveness around major sports events (doi:10.1016/j.ijresmar.2013.09.004) was selected by the Marketing Science Institute as one of the “2014 Must-Read Articles for Marketers”. Two of his papers were also (rare) single-authored lead articles in the aforementioned journals.

He currently serves on the editorial board of the International Journal of Research in Marketing, is a regular reviewer for the Journal of Marketing Research and has been serving as track chair for the annual EMAC conference since 2015.

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