Maarten J. Gijsenberg
Maarten J. Gijsenberg
Associate Professor of Marketing - University of Groningen - Faculty of Economics and Business
Verified email at rug.nl - Homepage
Title
Cited by
Cited by
Year
Price and advertising effectiveness over the business cycle
HJ Van Heerde, MJ Gijsenberg, MG Dekimpe, JBEM Steenkamp
Journal of Marketing Research 50 (2), 177-193, 2013
1232013
Losses Loom Longer than Gains: Modeling the Impact of Service Crises on Perceived Service Quality over Time
MJ Gijsenberg, HJ Van Heerde, PC Verhoef
Journal of Marketing Research 52 (5), 642-656, 2015
462015
Going for gold: Investigating the (non) sense of increased advertising around major sports events
MJ Gijsenberg
International Journal of Research in Marketing 31 (1), 2-15, 2014
462014
No future without the past? Predicting churn in the face of customer privacy
N Holtrop, JE Wieringa, MJ Gijsenberg, PC Verhoef
International Journal of Research in Marketing 34 (1), 154-172, 2017
212017
Comment: Measuring marketing effectiveness around major sports events:: A comparison of two studies and a call for action
MJ Gijsenberg
International journal of research in marketing 31 (1), 30-32, 2014
132014
Advertising and price effectiveness over the business cycle
MJ Gijsenberg, HJ Van Heerde, MG Dekimpe, JBEM Steenkamp
Available at SSRN 1531150, 2009
132009
Price and advertising effectiveness over the business cycle
MJ Gijsenberg, HJ Van Heerde, MG Dekimpe, JBEM Steenkamp
INFORMS Marketing Science Conference 2010, 2010
102010
Riding the waves: Revealing the impact of intrayear category demand cycles on advertising and pricing effectiveness
MJ Gijsenberg
Journal of Marketing Research 54 (2), 171-186, 2017
92017
Understanding the timing and magnitude of advertising spending patterns
MJ Gijsenberg, HJ van Heerde, MG Dekimpe, JBEM Steenkamp, VR Nijs
Available at SSRN 1538262, 2009
42009
Competitive reactions to personal selling: the difference between strategic and tactical actions
N Holtrop, JE Wieringa, MJ Gijsenberg, P Stern
SOM Research Reports, 2016
32016
Understanding the role of adstock in advertising decisions
MJ Gijsenberg, HJ Van Heerde, MG Dekimpe, VR Nijs
Available at SSRN 1905426, 2011
32011
Digital platform openness: Drivers, dimensions and outcomes
TLJ Broekhuizen, O Emrich, MJ Gijsenberg, M Broekhuis, B Donkers, ...
Journal of Business Research, 2019
22019
Advertising spending patterns and competitor impact
MJ Gijsenberg, VR Nijs
International Journal of Research in Marketing 36 (2), 232-250, 2019
12019
Going for gold: Investigating the (non) sense of increased advertising around major sports events
MJ Gijsenberg
International Journal of Research in Marketing Forthcoming, 2013
12013
Moving Forward: The Role of Marketing in Fostering Public Transport Usage
MJ Gijsenberg, PC Verhoef
Journal of Public Policy & Marketing 38 (3), 354-371, 2019
2019
Advertising Timing
M Gijsenberg, VR Nijs
University of Groningen, Research Institute SOM (Systems, Organisations and …, 2018
2018
Moving Forward
M Gijsenberg, P Verhoef
Research Report, 2018
2018
Competitive reactions to personal selling
N Holtrop, J Wieringa, M Gijsenberg, P Stern
University of Groningen, Research Institute SOM (Systems, Organisations and …, 2016
2016
Measuring marketing effectiveness around major sports events
MJ Gijsenberg
2013
and JAN-BENEDICT EM STEENKAMP
HJ VAN HEERDE, MJ GIJSENBERG, MG DEKIMPE
Journal of Marketing Research 50 (2), 177-193, 2013
2013
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