Marketing Modelling

Introduction

Concerned with the development and implementation of advanced econometric models, the Marketing modelling theme of ERIM’s highly respected Marketing programme benefits from close links with the Econometrics Institute of Erasmus School of Economics.

Research contributes to the development and implementation of descriptive and predictive econometric models for aggregated as well as individual data. Furthermore, there is a focus on the development of estimation techniques and simulation methods for statistical analysis of these advanced econometric models.

Excellence in research

Paramount to all of ERIM’s activities is excellence in research. The high international regard for this approach to excellence is recognised through the many positions held by faculty members on leading international management publications including Journal of Marketing, Journal of Marketing Research, Marketing Science, and Management Science.

Additionally, faculty members co-operate in this field with scholars worldwide at institutions such as Duke University, Emory University, New York University, University of Pennsylvania, and Tel Aviv University.

Societal relevance and impact

Excellence in research underpins ERIM’s acknowledged expertise in successfully creating and disseminating new knowledge that is innovative, has strong societal relevance and achieves meaningful impact. Reflecting this, Marketing modelling focuses on three crucial topics:

Global marketing and diffusion of innovations

Models are used to describe, predict and/or explain the penetration or diffusion of new products in the market. Researchers within this area develop both new substantive insights in this domain and new estimation techniques. The group takes a special interest in international diffusion and consumer and firm behaviour and actively pursues research that is relevant for global marketing, such as global vs. local branding strategies, international market segmentation, and testing the cultural boundary conditions of important marketing theories.

Marketing decision-making and preference measurement

In this area econometric models grounded in economic theory are developed that analyse and predict the dynamic effects of marketing actions on individual choice behaviour, often accounting for unobserved heterogeneity. Research in this area also also develops advanced conjoint measurement techniques to measure consumer preferences for specific product attributes.

Models for sales and market shares

Through the development of multivariate time-series models, the dynamic effects of marketing spending are analysed. One specific area addresses the marketing modelling problems faced by technology and life science companies. Underlying disciplines are technology, economics, health economics, statistics and econometrics. Work in this area has strong implications for marketing management and strategy.

People

ERIM takes great pride in developing a collaborative and highly professional working environment where researchers share common goals and strive together to achieve impactful research that reaches the highest academic standards.