Marketing
Marketing Science answers important research questions in marketing using mathematical modelling. Data science is mostly applied in marketing areas of profiling, search engine optimization, customer engagement, responsiveness and real-time marketing campaigns. Moreover, new ways to apply data science and analytics in marketing emerge every day. Among these, the new use cases include digital advertising, micro-targeting, micro-segmentation, and many others.
Research questions studied by marketing scientists include:
• How do consumers form their preferences during product search?
• How do consumers learn about the quality of new products?
• How do consumers search for their preferred product from a set of relevant options?
• How can firms best crowdsource new product ideas from customers or employees?
• How can firms optimize their international launch of new products?
• How can firms optimize their marketing and advertising spending?
Marketing
Marketing Science answers important research questions in marketing using mathematical modelling. Data science is mostly applied in marketing areas of profiling, search engine optimization, customer engagement, responsiveness and real-time marketing campaigns. Moreover, new ways to apply data science and analytics in marketing emerge every day. Among these, the new use cases include digital advertising, micro-targeting, micro-segmentation, and many others.
Research questions studied by marketing scientists include:
• How do consumers form their preferences during product search?
• How do consumers learn about the quality of new products?
• How do consumers search for their preferred product from a set of relevant options?
• How can firms best crowdsource new product ideas from customers or employees?
• How can firms optimize their international launch of new products?
• How can firms optimize their marketing and advertising spending?
Our people
Faculty
Faculty
PhD Students
PhD Students
Key publications
Stremersch, S., Winer, R.S. and Almeida Camacho, N.M. (2021). Faculty Research Incentives and Business School Health: A New Perspective from and for Marketing Journal of Marketing, :.
Babic-Rosario, A., Sotgiu, F. and de Valck, K. (2020). Conceptualizing the electronic word-of-mouth process.: What we know and need to know about eWOM creation, exposure, and evaluation Journal of the Academy of Marketing Science, 48(3):422--448.
Ikonen, I., Sotgiu, F., Aydinli, A. and Verlegh, PeeterW.J. (2020). Consumer effects of front-of-package nutrition labeling: an interdisciplinary meta-analysis Journal of the Academy of Marketing Science, 48(3):360--383.
Guyt, J. and Gijsbrechts, E. (2020). Evaluating the Effectiveness of Retailer-Themed Super Saver Events Journal of Marketing, 84(2):92--113.
Chen, X., Van der Lans, R. and Trusov, M. (2020). Efficient Estimation of Network Games of Incomplete Information: Application to Large Online Social Networks. forthcoming Management Science, :.
Academic Distinctions
October 02, 2020
Bas Donkers and Benedict Dellaert received a € 250,000 Netspar...
Benedict Dellaert,Bas Donkers
February 20, 2020
EMAC Distinguished Marketing Scholar Award for Stefan Stremersch
Stefan Stremersch