Maarten Gijsenberg (1981) is Associate Professor of Marketing at the University of Groningen, the Netherlands. He holds an MSc in Business Engineering (section International Business and Economics) and a Ph.D. in Marketing, both from the University of Leuven (Belgium).
His research mainly focusses on the econometric modelling of marketing decisions (timing and size of 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 the Journal of Marketing Research and the International Journal of Research in Marketing, among others.
Maarten Gijsenberg was second runner-up of the 2010 EMAC McKinsey Marketing Dissertation Award, and his research has also been awarded with a Marie Curie Fellowship of the European Commission. He was finalist of the 2013 Paul E. Green Award and the 2018 William O’Dell Award, finalist of the American Marketing Association SERVSIG Best Services Article Award 2015, and his paper on advertising effectiveness around major sports events was selected by the Marketing Science Institute as one of the “2014 Must-Read Articles for Marketers”. Two of his papers were single-authored lead articles in the aforementioned journals. He serves on the editorial board of the International Journal of Research in Marketing, and has been serving as track chair for the annual EMAC conference since 2015.
When he has the time, Maarten enjoys literature and film, travelling, as well as great food and drinks.