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- Faculty
- Ataman, Berk
- Bergh, Bram van den
- Bruggen, Gerrit van
- Eliashberg, Joshua
- Everdingen, Yvonne van
- Go, Frank
- Hooge, Ilona de
- Jong, Martijn de
- Lans, Ralf van der
- Levallois, Clement
- Molenaar, Cor
- Osselaer, Stijn van
- Overveld, Mark van
- Puntoni, Stefano
- Raaf, Daan de
- Rekom, Johan van
- Smeesters, Dirk
- Smidts, Ale
- Szymanowski, Maciej
- Verlegh, Peeter
- Waarts, Eric
- Wierenga, Berend
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Prof. Dr. Ir. Gerrit van Bruggen
Professor of Marketing
R: T10-01
P: +31 10 408 2258/2753/1924
F: +31 10 408 9011
E:
gbruggen@rsm.nl
Research Interests
- Applications and Impact of Information Technology in Marketing
Current Teaching
Marketing Strategy and Advances in Marketing Strategy
Education
- Ph.D. in Marketing, 1993, Erasmus University Rotterdam, The Netherlands
- MSc in Agricultural Economics (specializations in Marketing and Operations Research), 1988, Wageningen University, The Netherlands
Positions
- 2004 - present
ISBM Distinguished Visiting Scholar
- 2000 - present
Professor of Marketing, Faculteit Bedrijfskunde/Rotterdam School of Management, Erasmus University Rotterdam, The Netherlands
- 1998 - 2000
Associate Professor of Marketing, Faculteit Bedrijfskunde/Rotterdam School of Management, Erasmus University Rotterdam, The Netherlands
- 1997
Visiting Scholar at the
Institute of the Study of Business Markets (ISBM)/ Department of Marketing, The
Smeal College of Business Administration, Pennsylvania State University.
- 1993-1998
Assistant Professor of Marketing, Rotterdam School of Management/Faculteit Bedrijfskunde, Erasmus University Rotterdam, The Netherlands
Publications
- Lans, R.J.A. van der, Bruggen, G.H. van, Eliashberg, J. & Wierenga, B. (2009). A Viral Branching Model for Predicting the Spread of Electronic Word-of-Mouth. In
Marketing Science (Forthcoming).
Download
- Valck, K. de, Bruggen, G.H. van & Wierenga, B. (2009). Virtual communities: A marketing perspective. Decision Support Systems, 47, 185-203.
Download
- Kayande, U, De Bruyn, A, Lilien, G.L., Rangaswamy, A. & Bruggen, G.H. van (2009). How Incorporating Feedback Mechanisms in a DSS Affects DSS Evaluation.
Information Systems Research, 20(4).
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- Van Bruggen, Gerrit H. and Berend Wierenga (2006). “Marketing management support systems and their implications for marketing research,” in: Rajiv Grover and Marco Vriens (eds), The Handbook of Marketing Research: Uses, Misuses, and Future Advances, Thousand Oaks CA: Sage Publications, 646-668.
- Rangaswamy, Arvind and Gerrit H. Van Bruggen, (2005). "Opportunities and Challenges in Multichannel Marketing: An Introduction to the Special Issue,"
Journal of Interactive Marketing, Vol. 19, No. 2 (Spring), 5-11.
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- Berens, Guido, Cees B.M. Van Riel en Gerrit H. Van Bruggen, (2005). "Corporate associations and consumer product responses: the moderating role of corprate brand dominance,"
Journal of Marketing, Vol. 69, No 3 (July), 35-48.
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- Van Bruggen, Gerrit H., Manish Kacker and Chantal Nieuwlaat, (2005). "The impact of channel function performance on buyer-seller relationships in marketing channels,"
International Journal of Research in Marketing, Vol. 22, 141-158.
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- Lilien, Gary L., Arvind Rangaswamy, Gerrit H. Van Bruggen and Katrin Starke, (2004). "DSS effectiveness in marketing resource allocation decisions: reality versus perception,"
Information Systems Research, Vol. 15, 3, September, 216-235,
(Lead Article).
Download
- Van Riel, Cees B.M. and Gerrit H. Van Bruggen, (2003). "IMPACT: A management judgment tool to predict the effectiveness of corporate advertising campaigns,
The Journal of Brand Management, Vol. 11, 1, September, 22-33.
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- Van Bruggen, Gerrit H., Gary L. Lilien, and Manish Kacker, (2002). Informants in organizational marketing research: why use multiple informants and how to aggregate responses,
Journal of Marketing Research, Vol. XXXIX, November., 469-478.
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- Riel, Cees B.M. Van and Gerrit H. Van Bruggen, (2002). Incorporating business unit managers perspectives in corporate branding strategy decision making,
Corporate Reputation Review, vol. 5, no.2-3, 241-251.
Download
- Lilien, Gary L., Arvind Rangaswamy, Gerrit H. Van Bruggen, and Berend Wierenga, (2002). "Bridging the marketing theory-practice gap with marketing engineering,"
Journal of Business Research, 55, 111-121.
Download
- Wierenga, Berend, and Gerrit H. Van Bruggen, (2001). Developing a customized decision support system for brand managers,
Interfaces, Vol. 31, No 3, Part 2 of 2, May-June, S128-S145.
Download
- Van Bruggen, Gerrit H., Ale Smidts, and Berend Wierenga, (2001). The powerful triangle of marketing data, managerial judgment, and marketing management support systems,
European Journal of Marketing, Vol. 35, No 7/8, 796-814.
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- Van Bruggen, Gerrit H. and Berend Wierenga, (2001). Matching management support systems and managerial problem-solving modes: the key to effective decision support,
European Management Journal, Vol. 19. No. 3, June, 228-238.
Download
- Van Bruggen, Gerrit H. and Berend Wierenga (2000), "Broadening the perspective on marketing decision models,"
International Journal of Research in Marketing, Vol. 17, 159-168.
Download
- Wierenga, Berend and Gerrit H. van Bruggen (2000),
Marketing Management Support Systems: Principles, Tools and Implementation, Boston MA: Kluwer Academic Publishers
- Wierenga, Berend, Gerrit H. Van Bruggen, and Rick Staelin (1999), "The success of marketing management support systems,"
Marketing Science, Vol. 18, No. 3, 196-207.
Download
- Van Bruggen, Gerrit H., Ale Smidts and Berend Wierenga (1998). "Improving decision making by means of a marketing decision support system,"
Management Science, Vol. 44, No. 5, May, 645-658.
Download
- Wierenga, Berend and Gerrit H. Van Bruggen (1998). "The dependent variable in research into the effects of creativity support systems: quality and quantity of ideas,"
MIS Quarterly, Vol. 22, No. 1, March, 81-87.
Download
- Van Bruggen, Gerrit H. and Louis P. Bucklin (1997). "The impact of changes in the power and information balance upon the quality of supplier-reseller relationships in food marketing channels," in: Wierenga, Berend, Aad van Tilburg, Klaus Grunert, Jan-Benedict E.M. Steenkamp, and Michel Wedel,
Agricultural Marketing and Consumer Behavior in a Changing World, Dordrecht: Kluwer Academic Publishers, 109-124
About this book
- Wierenga, Berend and Gerrit H. Van Bruggen (1997). "The integration of marketing problem-solving modes and marketing management support systems,"
Journal of Marketing, Vol. 61, July, 21-37.
Download
- Van Bruggen, Gerrit H., Ale Smidts and Berend Wierenga (1996). "The impact of the quality of a marketing decision support system: an experimental study,"
International Journal of Research in Marketing, Vol. 13, Number 4, October, 331-343.
Download
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