M.j. (maarten) Gijsenberg
Associate Professor
Economics and Business
University of Groningen
Netherlands
Biography
M.J. (Maarten) Gijsenberg, Associate Professor of Marketing,Faculty of Economics and Business Marketing Nettelbosje 2 9747 AE Groningen, The Netherlands
Research Interest
Marketing mix effectiveness (Advertising, Price), Marketing in times of crisis
Publications
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Gijsenberg, M. (2015). Riding or Braking the Waves? Long-Term Consequences of Seasonal Volatility in Advertising and Pricing Decisions. Abstract from 44th EMAC Annual Conference 2015 , Leuven, Belgium.
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Holtrop, N., Wieringa, J., Gijsenberg, M., & Stern, P. (2016). Competitive reactions to personal selling: the difference between strategic and tactical actions. (SOM Research Reports; Vol. 16004-MARK). Groningen: University of Groningen, SOM research school.
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Gijsenberg, M. (2017). Riding the Waves: Revealing the Impact of Intra-Year Category Demand Cycles on Advertising and Pricing Effectiveness. Journal of Marketing Research, 54(2), 171-186. DOI: 10.1509/jmr.14.0576
