Maarten J. Gijsenberg

University of Groningen - Department of Marketing & Marketing Research

Assistant Professor of Marketing

PO Box 800

Groningen, 9700 AV

Netherlands

SCHOLARLY PAPERS

4

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3

CROSSREF CITATIONS

4

Scholarly Papers (4)

Advertising and Price Effectiveness over the Business Cycle

Number of pages: 37 Posted: 20 Jan 2010
University of Groningen - Department of Marketing & Marketing Research, University of Waikato. Management School, Catholic University of Leuven (KUL) - Department of Applied Economics and University of North Carolina (UNC) at Chapel Hill - Marketing Area
Downloads 262 (127,253)
Citation 4

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Advertising, Price, Effectiveness, Business Cycle, time-series econometrics, Bayesian inference

Advertising and Price Effectiveness Over the Business Cycle

Number of pages: 37 Posted: 31 Aug 2009
University of Groningen - Department of Marketing & Marketing Research, University of Waikato. Management School, Catholic University of Leuven (KUL) - Department of Applied Economics and University of North Carolina (UNC) at Chapel Hill - Marketing Area
Downloads 185 (178,212)

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Advertising, Price, Effectiveness, Business Cycle, time-series econometrics, Bayesian inference

2.

Understanding the Role of Adstock in Advertising Decisions

Number of pages: 50 Posted: 30 May 2012
Maarten J. Gijsenberg, Harald J. van Heerde, M. G. Dekimpe and Vincent R. Nijs
University of Groningen - Department of Marketing & Marketing Research, University of Waikato. Management School, Catholic University of Leuven (KUL) - Department of Applied Economics and Northwestern University - Department of Marketing
Downloads 422 (75,256)
Citation 2

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econometrics, Bayesian estimation, time series, advertising

Understanding the Timing and Magnitude of Advertising Spending Patterns

Number of pages: 66 Posted: 20 Jan 2010
University of Groningen - Department of Marketing & Marketing Research, University of Waikato. Management School, Catholic University of Leuven (KUL) - Department of Applied Economics, University of North Carolina (UNC) at Chapel Hill - Marketing Area and Northwestern University - Department of Marketing
Downloads 125 (247,414)

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Advertising, timing, competition, Tobit-II, Bayesian inference

Understanding the Timing and Magnitude of Advertising Spending Patterns

Number of pages: 66 Posted: 20 Sep 2009
University of Groningen - Department of Marketing & Marketing Research, University of Waikato. Management School, Catholic University of Leuven (KUL) - Department of Applied Economics, University of North Carolina (UNC) at Chapel Hill - Marketing Area and Northwestern University - Department of Marketing
Downloads 95 (300,848)

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Advertising, timing, competition, Tobit-II, Bayesian inference

4.

Going for Gold: Investigating the (Non)Sense of Increased Advertising Around Major Sports Events

International Journal of Research in Marketing Forthcoming
Number of pages: 45 Posted: 18 Oct 2012 Last Revised: 23 Sep 2013
Maarten J. Gijsenberg
University of Groningen - Department of Marketing & Marketing Research
Downloads 175 (187,322)
Citation 1

Abstract:

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Advertising, Marketing-Mix Effectiveness, Time Series, Empirical Generalizations