• Print this page

Research

Within the department of Marketing three different research units are operating, each in their specific areas: on the one hand, the unit 'Consumer Behaviour' directed by Prof Dr Patrick Van Kenhove, Prof Dr Mario Pandelaere and Prof Dr Maggie Geuens, on the second hand the unit B-to-B Marketing, led by Prof Steve Muylle and Prof Derrick P. Gosselin, and last but not least the unit 'Modeling and CRM' run by Prof Dr Dirk Van den Poel.

Enlarge

Research group(s)

Research domain(s)

  • Business-to-Business

    • Research topics

    • Account Management (Global) and Account Network Management
    • B2B Marketing (branding, e-business, buyer-seller relationships)
    • E-business
    • E-collaboration
    • Strategic Marketing and Direct Marketing in Business & International Markets
    • Web interface design
    • B2B Marketing (buyer-seller relationships)
    • Direct & relationship marketing: strategic sales & marketing in industrial en international markets (Account Management (Global) and Account Network Management)
    • Social Media
    • Supply Management
    • Toekomstverkenning: strategic foresight, market & technology scenario planning (long term decision making under high uncertainty)
    • Virtual Presence

  • Modeling and CRM

    • Research topics

    • Analytical CRM, predictive modeling in marketing, web mining: web user profiling and multi-website clickstream behaviour
    • Analytical Customer Relationship Management (CRM)
    • Content Analysis/Text Mining
    • Data Mining
    • Database Marketing
    • Direct Marketing
    • Genetic Algorithms
    • Marketing Optimization
    • Neural Networks
    • Operations Research
    • Predictive classification methods: binary, ordinal, and nominal multi-class
    • Services research relating to the investigation of perceptual (satisfaction, loyalty, etc.) and behavioral metrics (retention, cross-buying, share of wallet, etc.), lifetime value, service recovery and lifecycle events
    • Text Mining
    • Analytical Customer Relationship Management
    • Bayesian analysis
    • Consumer Insights
    • Customer Intelligence
    • Customer Relationship Management
    • Customer tracking
    • Data Mining techniques in Marketing
    • Direct mail fundraising
    • Machine Learning
    • Marketing optimalization with reinforcement learning
    • Optimal marketing resource allocation
    • Predictieve Modellering
    • Quantile regression
    • Retailing
    • Target selection for charities

  • Consumer and Customer Behaviour

    • Research topics

    • Advertising and communications effectiveness
    • Attitude-Behaviour Inconsistencies
    • Attitudes, Motivations, Social Desirability Bias
    • Branding (co-branding, brand personality)
    • Consumer Behavior
    • Consumer Behavior (especially attitude measures)
    • Consumer Behavior (especially attitude-behavior inconsistency and sustainable consumer behavior)
    • Consumer Ethics
    • Customer Satisfaction, Loyalty, Churn, Cross-selling and Customer Value (CRM)
    • Effectiveness of marketing communications (advertising, product placement)
    • Green Consumer Behavior
    • Implicit Motivations (in Consumer Behavior)
    • Implicit versus Explicit Measurement Techniques
    • Indirect research methods: Implicit Association Test (IAT) and projective techniques
    • Market Research
    • Market Research Methods
    • Marketing Communication
    • Materialism
    • Originality
    • Persuasive communication and social influence
    • Product Life Cycle
    • Projective Techniques
    • Response styles
    • Response styles in answering questionnaires
    • Services Marketing
    • Social Marketing
    • The Effectiveness of Health Campaigns
    • Transformative Consumer Research
    • Advertising in new media and new formats
    • Attitude-Behavior Consistency
    • Attitude-Behavior Inconsistency
    • Charitable giving
    • Checkouts
    • Construal-level Theory
    • Dispositional greed
    • Embodied Cognition
    • Ethical Consumption Behavior
    • Green Marketing
    • Kids & Senior Marketing
    • Misresponse
    • Numerosity Effects
    • Persuasion Knowledge
    • Positional concern
    • Question-Behavior Effect
    • Regulatory focus
    • Scale Development
    • Self-construal
    • Unintended effects of marketing trends
    • Warning messages for Product Placement and other covert marketing tactics
    • Well-Being

 

top