The first keynote speaker of the Conference Day is Maarten Gijsenberg from the University of Groningen
Maarten Gijsenberg is Associate Professor of Marketing at the University of Groningen, the Netherlands. He holds an MSc in Business Engineering (2004) and a Ph.D. in Marketing (2009), both from the University of Leuven, Belgium.
His research mainly focuses on the econometric modelling of marketing decisions (timing and size of marketing investments, targeting of actions) and their effectiveness, with special attention to the over-time dynamics of the latter (due to for instance the impact of both macro-economic and firm-specific crises on consumers’ behavior), and main focus on advertising. Current research projects focus on the role of consistency and creativity in advertising effectiveness, strategic purchasing and returning behavior of online customers, and the role of marketing investments in fostering firms’ resilience to macro-economic crises, among others.
His work has been published in top peer-reviewed journals such as the Journal of Marketing Research, the International Journal of Research in Marketing, the Journal of Public Policy & Marketing, and Frontiers in Psychology.
March 16, 2020. The day Covid-19 caused schools, pubs, restaurants, etc. in the Netherlands to close for the first time. What started a year ago as a pure health crisis has in the meantime also become a major economic crisis. What is the impact of such a crisis on consumers? What does it entail for companies? And how can firms leverage marketing insights and strategies to deal with the crisis to ultimately rise as a phoenix from its ashes?