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
Landsman - Schwartz, V. and Stremersch, S. (2020). The Commercial Consequences of Collective Layoffs: Close the Plant, Lose the Brand? Journal of Marketing, Forthcomin:.
Lim, S., Donkers, B., van Dijl, P. and Dellaert, B.G.C. (2020). Digital customization of consumer investments in multiple funds: virtual integration improves risk–return decisions Journal of the Academy of Marketing Science, :.
Roos, J.M.T., Mela, C.F. and Shachar, R. (2020). The Effect of Links and Excerpts on Internet News Consumption Journal of Marketing Research, :.
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.
Upcoming events
Seminar
| Online | 11:00 - 12:00
Title to be announced
Silvia Bellezza (Columbia University, United States)
- VU Marketing Seminars
Seminar
| Online | 10:00 - 11:00
Title to be announced
Leonard Lee (National University of Singapore)
- VU Marketing Seminars
Seminar
| Online | 15:00 - 16:00
Title to be announced
Ayelet Israeli (Harvard Business School, United States)
- VU Marketing Seminars
Seminar
| Online | 15:00 - 16:00
Title to be announced
Beth Fossen (Indiana University, United States)
- VU Marketing Seminars