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Prof. dr. Gerrit van Bruggen
Professor of Marketing
Rotterdam School of Management (RSM)
Erasmus University Rotterdam
Profile
Gerrit van Bruggen is a professor of marketing at Rotterdam School of Management, Erasmus University (RSM).
Professor van Bruggen's primary research interest lies in strategic marketing issues and the impact of information technology and information systems on marketing strategy and decision making.
His research has been published in the field’s leading scientific journals including Marketing Science, the Journal of Marketing, the Journal of Marketing Research, Management Science, MIS Quarterly, Information Systems Research and Interfaces.
He is a regular speaker at international management conferences and an experienced teacher at the executive level.
He is a former visiting scholar at the Smeal College of Business Administration at Pennsylvania State University in the US.
Professor van Bruggen has a PhD in marketing from Erasmus University Rotterdam and an MSc in agricultural economics specialising in marketing and operations research from Wageningen University.
Professional experience
Full Professor
Erasmus University Rotterdam
RSM - Rotterdam School of Management
Department of Marketing Management
Full Professor
Erasmus University Rotterdam
RSM - Rotterdam School of Management
Department of Marketing Management
Publications
Key Publications (34)
- R.J.A. van der Lans, G.H. van Bruggen, J. Eliashberg & B. Wierenga (2012). Seeding a Message to Harvest Reach, Predicting and Optimizing the Spread of Electronic Word-of-Mouth. GfK Marketing Intelligence Review, 4 (1), 32-41. doi: 10.2478/gfkmir-2014-0039
- Z. Aydin, M.B. Ataman & G.H. van Bruggen (2020). There’s an app for that! understanding the drivers of mobile application downloads. Journal of Business Research.
- S.E.C. Gelper, R.J.A. van der Lans & G.H. van Bruggen (2020). Competition for Attention in Online Social Networks: Implications for Seeding Strategies. Management Science.
- A. Rangaswamy, N. Moch, C. Felten, G.H. van Bruggen, J.E. Wieringa & J. Wirtz (2020). The Role of Marketing in Digital Business Platforms. Journal of Interactive Marketing.
- Y.M. van Everdingen, B.E. Depecik & G.H. van Bruggen (2015). Het effect van mersaneringen op de waarde van ondernemingen. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA.
- G.H. van Bruggen & R.J.A. van der Lans (2014). Virale marketing: Hoe campagnes zich online verspreiden. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 39, 9-24.
- B.E. Depecik, Y.M. van Everdingen & G.H. van Bruggen (2014). Firm Value Effects of Global, Regional, and Local Brand Divestments in Core and Non-core Businesses. Global Strategy Journal, 4 (2), 143-160. doi: 10.1111/j.2042-5805.2014.1074.x
- R.J.A. van der Lans & G.H. van Bruggen (2010). Viral Marketing: What is it and What are the Components of Viral Success? In S. Wuyts, M.G. Dekimpe, E. Gijsbrechts & R. Pieters (Eds.), The Connected Customer: The Changing Nature of Consumer and Business Markets (pp. 257-282). New York: Routledge Academic
- G.H. van Bruggen & B. Wierenga (2010). Marketing Decision Making and Decision Support: Challenges and Perspectives for Successful Marketing Management Support Systems. (Foundations and Trends in Marketing, 4). Boston: Now Publishing doi: 10.1561/1700000022
- G.H. van Bruggen, K. Antia, S. Jap, W. Reinartz & F. Pallas (2010). Managing Marketing Channel Multiplicity. Journal of Service Research, 13 (3), 331-340. doi: 10.1177/1094670510375601
- R.J.A. van der Lans, G.H. van Bruggen, J. Eliashberg & B. Wierenga (2010). A Viral Branching Model for Predicting the Spread of Electronic Word-of-Mouth. Marketing Science, 29 (2), 348-365. doi: 10.1287/mksc.1090.0520
- G.H. van Bruggen, M. Spann, G.L. Lilien & B. Skiera (2010). Prediction Markets As Institutional Forecasting Support Systems. Decision Support Systems, 49 (4), 404-416. doi: 10.1016/j.dss.2010.05.002
- K. de Valck, G.H. van Bruggen & B. Wierenga (2009). Virtual communities: A marketing perspective. Decision Support Systems, 47 (3), 185-203. doi: 10.1016/j.dss.2009.02.008
- U. Kayande, A. De Bruyn, G.L. Lilien, A. Rangaswamy & G.H. van Bruggen (2009). How Incorporating Feedback Mechanisms in a DSS Affects DSS Evaluation. Information Systems Research, 20 (4), 527-546. doi: 10.1287/isre.1080.0198
- B. Wierenga, G.H. van Bruggen & N.A.P. Althuizen (2008). Advances in Marketing Management Support Systems. In B Wierenga (Ed.), Handbook of Marketing Decision Models (International Series in Operations Research and Management Science) (pp. 561-592). New York: Springer [go to publisher's site]
- G.H. van Bruggen & B. Wierenga (2006). Marketing management support systems and their implications for marketing research. In Rajiv Grover & Marco Vriens (Eds.), The Handbook of Marketing Research: Uses, Misuses, and Future Advances (pp. 646-668). Thousand Oaks: Sage Publications
- G.A.J.M. Berens, C.B.M. van Riel & G.H. van Bruggen (2005). Corporate Associations and Consumer Product Responses: The Moderating Role of Corporate Brand Dominance. Journal of Marketing, 69 (3), 35-48. doi: 10.1509/jmkg.69.3.35.66357
- G.H. van Bruggen, M. Kacker & C. Nieuwlaat (2005). The impact of channel function performance on buyer-seller relationships in marketing channels. International Journal of Research in Marketing, 22 (2), 141-158. doi: 10.1016/j.ijresmar.2004.06.004
- A. Rangaswamy & G.H. van Bruggen (2005). Opportunities and Challenges in Multichannel Marketing: An Introduction to the Special Issue. Journal of Interactive Marketing, 19 (2), 5-11. doi: 10.1002/dir.20037
- G.L. Lilien, A. Rangaswamy, G.H. van Bruggen & K. Starke (2004). DSS effectiveness in marketing resource allocation decisions: reality vs perception. Information Systems Research, 15 (3), 216-235. doi: 10.1287/isre.1040.0026
- C.B.M. van Riel & G.H. van Bruggen (2003). IMPACT: A management judgment tool to predict the effectiveness of corporate advertising campaigns. Journal of Brand Management, 11 (1), 22-33. doi: 10.1057/palgrave.bm.2540145
- G.H. van Bruggen, G.L. Lilien & M. Kacker (2002). Informants in organizational marketing research: why use multiple informants and how to aggregate responses. Journal of Marketing Research, 39 (4), 469-478. doi: 10.1509/jmkr.39.4.469.19117
- C.B.M. van Riel & G.H. van Bruggen (2002). Incorporating business unit managers' perspectives in corporate branding strategy decision making. Corporate Reputation Review, 5 (2-3), 241-251.
- G.L. Lilien, A. Rangaswamy, G.H. van Bruggen & B. Wierenga (2002). Bridging the marketing theory-practice gap with marketing engineering. Journal of Business Research, 55 (2), 111-121. doi: 10.1016/S0148-2963(00)00146-6
- G.H. van Bruggen & B. Wierenga (2001). Matching Management Support Systems and Managerial Problem-Solving Modes: The Key to Effective Decision Support. European Management Journal, 19 (3), 228-238. [go to publisher's site]
- G.H. van Bruggen, A. Smidts & B. Wierenga (2001). The powerful triangle of marketing data, managerial judgment, and marketing management support systems. European Journal of Marketing, 35 (7/8), 796-814. doi: 10.1108/EUM0000000005726
- B. Wierenga & G.H. van Bruggen (2001). Developing a Customized Decision Support Systems for Brand Managers. Interfaces, 31 (3), S128-S145. doi: 10.1287/inte.31.3s.128.9678
- G.H. van Bruggen & B. Wierenga (2000). Broadening the perspective on marketing decision models. International Journal of Research in Marketing, 17 (2-3), 159-168. doi: 10.1016/S0167-8116(00)00017-3
- B. Wierenga & G.H. van Bruggen (2000). Marketing management support systems: principles, tools and implementation. Boston: Kluwer Academic Publishers
- G.H. van Bruggen, A. Smidts & B. Wierenga (1998). Improving decision making by means of a marketing decision support system. Management Science, 44 (5), 645-658.
- B. Wierenga & G.H. van Bruggen (1998). The dependent variable in research into the effects of creativity support systems; quality and quantity of ideas. MIS Quarterly, 22 (1), 81-88.
- B. Wierenga & G.H. van Bruggen (1997). The integration of marketing-problem-solving modes and marketing management support systems. Journal of Marketing, 61 (July), 21-37.
- G.H. van Bruggen & L.P. Bucklin (1997). The impact of changes in power and information balance upon the quality of supplier-reseller relationships in food marketing channels. In B. Wierenga, A. van Tilburg, K. Grunert, J.B. Steenkamp & M. Wedel (Eds.), Agricultural Marketing and Consumer Behavior in a Changing World (pp. 109-124). Dordrecht: Kluwer Academic Publishers
- G.H. van Bruggen, A. Smidts & B. Wierenga (1996). The impact of the quality of a marketing decision support system: an experimental study. International Journal of Research in Marketing, 13 (4), 331-344. doi: 10.1016/S0167-8116(96)00017-1
Professional Publications (20)
- G.H. van Bruggen & R.J.A. van der Lans (2014). Wetenschapsprijs van het Jaar 2014. Vakpublicatie.
- R.J.A. van der Lans, G.H. van Bruggen, J. Eliashberg & B. Wierenga (2012). Seeding a Message to Harvest Reach: Predicting and Optimizing the Spread of Electronic Word-of-Mouth.
- R.J.A. van der Lans, G.H. van Bruggen, J. Eliashberg & B. Wierenga (2012). Seeding a Message to Harvest Reach, Predicting and Optimizing the Spread of Electronic Word-of-Mouth. GfK Marketing Intelligence Review, 4 (1), 32-41. doi: 10.2478/gfkmir-2014-0039
- R.J.A. van der Lans, G.H. van Bruggen, J. Eliashberg & B. Wierenga (2010). Viral Marketing Can Be a Safe Bet. RSM Insight, 3 (2), 12-14.
- W. Smit, G.H. van Bruggen & B. Wierenga (2003). Stapsgewijs naar meer Openheid in TradeMarketing (Step-by-step more openness in TradeMarketing): Preliminary Results from a Survey among Retail Buyers. In 4de Nationale TradeMarketing Euroforum Congres. Eindhoven: Euroforum
- G.H. van Bruggen (2002). Informatie uitwisselen: wel of niet doen? Tijdschrift voor Marketing, 57-59.
- A.J. Schuurmans, E. Peelen & G.H. van Bruggen (1999). Distribution management. In E. Waarts, N. Lamperjee, E. Peelen & J.M.D. Koster (Eds.), NIMA Marketing Lexicon, Begrippen en Omschrijvingen (pp. 269-302). Groningen: Wolters-Noordhoff
- G.H. van Bruggen (1998). Internet should not prescribe distribution structure. Computable, 57-57.
- M.A.A.M. Leenders & G.H. van Bruggen (1998). Cash cows die younger: strategies for new products must focus on customer. Young Interactive Philips Professionals News, 2 (1), 3-3.
- G.H. van Bruggen (1998). Do new media constrain or increase independence? K en T, 4-6.
- G.H. van Bruggen (1997). Leiderschap en macht in distributiekanalen. In J.J.W. ten Bosch, R.J. de Groot & C.A.H.H. de Ridder (Eds.), B-to-B Marketing in de Praktijk. F&G Publishing
- G.H. van Bruggen (1995). Hoe zijn belangenconflicten in distributiekanalen te managen. In J.J.W. ten Bosch, R.J. de Groot & C.A.H.H. de Ridder (Eds.), B- to B marketing in de praktijk (pp. 1-14). Utrecht: F&G Publishing
- G.H. van Bruggen & L.P. Bucklin (1995). Veranderingen in de levensmiddelenbranche: relatie producent versus retailer. Tijdschrift voor Inkoop en Logistiek, 11 (7-8), 42-45.
- G.H. van Bruggen (1995). Welke rol spelen de marketinginstrumenten bij kanaalmanagement. In J.J.W. ten Bosch, R.J. de Groot & C.A.H.H. de Ridder (Eds.), B-to B- marketing in de praktijk (pp. 16-16). Bunnik: F&G Publishing
- G.H. van Bruggen, A. Smidts & B. Wierenga (1994). The Effectiveness of Marketing Decision Support Systems and the Mediating Role of Experience, Cognitive Style, and Time-pressure. (Intern rapport, Management Report Series, no 179). :
- G.H. van Bruggen, A. Smidts & B. Wierenga (1994). The Impact of the Quality of a Marketing Decision Support System an Experimental Study. (Intern rapport, Management ReportSeries, no 196). :
- G.H. van Bruggen, A. Smidts & B. Wierenga (1994). Effectiviteit van marketing management support systemen. Tijdschrift voor Marketing, 28 (5), 66-69.
- B. Wierenga & G.H. van Bruggen (1992). Marketing management support systemen: een veelzijdig instrumentarium voor de marketeer (I). Tijdschrift voor Marketing, 26 (4), 32-38.
- B. Wierenga & G.H. van Bruggen (1992). Marketing management support systemen: gebruik en effectiviteit (II). Tijdschrift voor Marketing, 26 (5), 54-61.
- B. Wierenga & G.H. van Bruggen (1991). Marketing, informatietechnologie en marketing management support systemen. (Intern rapport, Management Report Series, no 104). :
Scholarly Publications (53)
- Z. Aydin, M.B. Ataman & G.H. van Bruggen (2020). There’s an app for that! understanding the drivers of mobile application downloads. Journal of Business Research.
- S.E.C. Gelper, R.J.A. van der Lans & G.H. van Bruggen (2020). Competition for Attention in Online Social Networks: Implications for Seeding Strategies. Management Science.
- A. Rangaswamy, N. Moch, C. Felten, G.H. van Bruggen, J.E. Wieringa & J. Wirtz (2020). The Role of Marketing in Digital Business Platforms. Journal of Interactive Marketing.
- Y.M. van Everdingen, B.E. Depecik & G.H. van Bruggen (2015). Het effect van mersaneringen op de waarde van ondernemingen. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA.
- G.H. van Bruggen & R.J.A. van der Lans (2014). Virale marketing: Hoe campagnes zich online verspreiden. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 39, 9-24.
- B.E. Depecik, Y.M. van Everdingen & G.H. van Bruggen (2014). Firm Value Effects of Global, Regional, and Local Brand Divestments in Core and Non-core Businesses. Global Strategy Journal, 4 (2), 143-160. doi: 10.1111/j.2042-5805.2014.1074.x
- K. de Valck, G.H. van Bruggen & B. Wierenga (2013). Winner of 17th Emerald Annual Citation of Excellence Awards, for paper. Wetenschappelijk.
- N.A.P. Althuizen, A. De Bruyn, G.H. van Bruggen & B. Wierenga (2011). The Perceived Usefulness of Marketing Management Support Systems: Closing the Reality-Perception Gap. In Looking Back, Looking Forward: Shaping the Future of Research in Marketing (pp. 32). Austin TX: American Marketing Association
- R.J.A. van der Lans & G.H. van Bruggen (2010). Viral Marketing: What is it and What are the Components of Viral Success? In S. Wuyts, M.G. Dekimpe, E. Gijsbrechts & R. Pieters (Eds.), The Connected Customer: The Changing Nature of Consumer and Business Markets (pp. 257-282). New York: Routledge Academic
- N.A.P. Althuizen, B. Wierenga, G.H. van Bruggen & A. De Bruyn (2010). Marketing Management Support Systems: When Help is Not Recognized. In S.C. Beckman, T. Ringberg & T. Ritter (Eds.), The Six Senses: The Essentials of Marketing (pp. 132). Copenhagen: Copenhagen Business School
- G.H. van Bruggen & B. Wierenga (2010). Marketing Decision Making and Decision Support: Challenges and Perspectives for Successful Marketing Management Support Systems. (Foundations and Trends in Marketing, 4). Boston: Now Publishing doi: 10.1561/1700000022
- G.H. van Bruggen, K. Antia, S. Jap, W. Reinartz & F. Pallas (2010). Managing Marketing Channel Multiplicity. Journal of Service Research, 13 (3), 331-340. doi: 10.1177/1094670510375601
- R.J.A. van der Lans, G.H. van Bruggen, J. Eliashberg & B. Wierenga (2010). A Viral Branching Model for Predicting the Spread of Electronic Word-of-Mouth. Marketing Science, 29 (2), 348-365. doi: 10.1287/mksc.1090.0520
- G.H. van Bruggen, M. Spann, G.L. Lilien & B. Skiera (2010). Prediction Markets As Institutional Forecasting Support Systems. Decision Support Systems, 49 (4), 404-416. doi: 10.1016/j.dss.2010.05.002
- K. de Valck, G.H. van Bruggen & B. Wierenga (2009). Virtual communities: A marketing perspective. Decision Support Systems, 47 (3), 185-203. doi: 10.1016/j.dss.2009.02.008
- G.H. van Bruggen & R.J.A. van der Lans (2009). Drivers of Viral Marketing Success. In Proceedings of 31st Annual INFORMS Marketing Science Conference (pp. 81-81). Ann Arbor, MI USA
- U. Kayande, A. De Bruyn, G.L. Lilien, A. Rangaswamy & G.H. van Bruggen (2009). How Incorporating Feedback Mechanisms in a DSS Affects DSS Evaluation. Information Systems Research, 20 (4), 527-546. doi: 10.1287/isre.1080.0198
- R.J.A. van der Lans, G.H. van Bruggen, J. Eliashberg & B. Wierenga (2008). A Viral Branching Model for Predicting the Spread of Electronic Word-of-Mouth in Viral Marketing Campaigns. In D Dahl & C Weinberg (Eds.), 30th Annual Marketing Science Conference (pp. SA01). INFORMS
- B. Wierenga, G.H. van Bruggen & N.A.P. Althuizen (2008). Advances in Marketing Management Support Systems. In B Wierenga (Ed.), Handbook of Marketing Decision Models (International Series in Operations Research and Management Science) (pp. 561-592). New York: Springer [go to publisher's site]
- W. Smit, G.H. van Bruggen & B. Wierenga (2007). Het delen van informatie in distributiekanalen: een innovatief gebruik van marktgegevens. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2007, 255-273.
- G.H. van Bruggen & B. Wierenga (2006). Marketing management support systems and their implications for marketing research. In Rajiv Grover & Marco Vriens (Eds.), The Handbook of Marketing Research: Uses, Misuses, and Future Advances (pp. 646-668). Thousand Oaks: Sage Publications
- K. de Valck, G.H. van Bruggen & B. Wierenga (2006). Virtuele communities voorbij de hype: Nieuwe inzichten voor managers, marketeers en marktonderzoekers. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2006, 27-42.
- G.A.J.M. Berens, C.B.M. van Riel & G.H. van Bruggen (2005). Corporate Associations and Consumer Product Responses: The Moderating Role of Corporate Brand Dominance. Journal of Marketing, 69 (3), 35-48. doi: 10.1509/jmkg.69.3.35.66357
- G.H. van Bruggen, M. Kacker & C. Nieuwlaat (2005). The impact of channel function performance on buyer-seller relationships in marketing channels. International Journal of Research in Marketing, 22 (2), 141-158. doi: 10.1016/j.ijresmar.2004.06.004
- A. Rangaswamy & G.H. van Bruggen (2005). Opportunities and Challenges in Multichannel Marketing: An Introduction to the Special Issue. Journal of Interactive Marketing, 19 (2), 5-11. doi: 10.1002/dir.20037
- G.L. Lilien, A. Rangaswamy, G.H. van Bruggen & K. Starke (2004). DSS effectiveness in marketing resource allocation decisions: reality vs perception. Information Systems Research, 15 (3), 216-235. doi: 10.1287/isre.1040.0026
- G.H. van Bruggen, G.L. Lilien & M. Kacker (2003). Wie het weet die moet dat zeggen: Het aggregeren van informantgegevens in organisationeel marktonderzoek. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2003, 75-88.
- C.B.M. van Riel & G.H. van Bruggen (2003). IMPACT: A management judgment tool to predict the effectiveness of corporate advertising campaigns. Journal of Brand Management, 11 (1), 22-33. doi: 10.1057/palgrave.bm.2540145
- G.H. van Bruggen (2002). Informatie technologie in marketing: een inter-organisationeel perspectief. Tijdschrift voor Economie en Management, XLVII (June), 131-166.
- G.H. van Bruggen, G.L. Lilien & M. Kacker (2002). Informants in organizational marketing research: why use multiple informants and how to aggregate responses. Journal of Marketing Research, 39 (4), 469-478. doi: 10.1509/jmkr.39.4.469.19117
- C.B.M. van Riel & G.H. van Bruggen (2002). Incorporating business unit managers' perspectives in corporate branding strategy decision making. Corporate Reputation Review, 5 (2-3), 241-251.
- G.L. Lilien, A. Rangaswamy, G.H. van Bruggen & B. Wierenga (2002). Bridging the marketing theory-practice gap with marketing engineering. Journal of Business Research, 55 (2), 111-121. doi: 10.1016/S0148-2963(00)00146-6
- G.H. van Bruggen (2001). Marketing, Informatie en Belsuitvorming: een inter-organisationeel persfectief. . Oratie 12-10-01 (2001, oktober 12). Rotterdam: Erasmus Research Institute of Management
- G.H. van Bruggen & B. Wierenga (2001). Matching Management Support Systems and Managerial Problem-Solving Modes: The Key to Effective Decision Support. European Management Journal, 19 (3), 228-238. [go to publisher's site]
- G.H. van Bruggen, A. Smidts & B. Wierenga (2001). The powerful triangle of marketing data, managerial judgment, and marketing management support systems. European Journal of Marketing, 35 (7/8), 796-814. doi: 10.1108/EUM0000000005726
- B. Wierenga & G.H. van Bruggen (2001). Developing a Customized Decision Support Systems for Brand Managers. Interfaces, 31 (3), S128-S145. doi: 10.1287/inte.31.3s.128.9678
- B. Wierenga & G.H. van Bruggen (2000). Marketing management support systemen: lessen uit de afgelopen vijfentwintig jaar. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2000, 193-215.
- G.H. van Bruggen & B. Wierenga (2000). Broadening the perspective on marketing decision models. International Journal of Research in Marketing, 17 (2-3), 159-168. doi: 10.1016/S0167-8116(00)00017-3
- Z. Chen, G.H. van Bruggen & B. Wierenga (2000). Antecedents and dynamics of preceived usefulness of marketing decision support systems. In B Wierenga, A Smidts & G Antonides (Eds.), Marketing in the new millenium, proceedings of the 29th EMAC conference, Rotterdam, 23-26 May (pp. ---). -: -
- B. Wierenga & G.H. van Bruggen (2000). Marketing management support systems: principles, tools and implementation. Boston: Kluwer Academic Publishers
- B. Wierenga, G.H. van Bruggen & R. Staelin (1999). The success of marketing management support systems. Marketing Science, 18 (3), 196-207. [go to publisher's site]
- G.H. van Bruggen, A. Smidts & B. Wierenga (1998). Improving decision making by means of a marketing decision support system. Management Science, 44 (5), 645-658.
- G.H. van Bruggen, A. Smidts & B. Wierenga (1998). The powerstul triangle of marketing data, managerial cognition and marketing management support systems. In T. Lant & Z. Shapira (Eds.), Managerial and Organizational Cognition (pp. 16-16). New York: Stern School of Business
- B. Wierenga & G.H. van Bruggen (1998). The dependent variable in research into the effects of creativity support systems; quality and quantity of ideas. MIS Quarterly, 22 (1), 81-88.
- B. Wierenga, G.H. van Bruggen, P.M.H.M. Matthyssens & K. de Wulf (1998). Beslissingsondersteunende systemen en besluitvorming in marketingmanagement. In R. de Bondt & R. Vleugelers (Eds.), Informatie en kennis in de economie (pp. 529-547). Leuven: Universitaire Pers leuven
- B. Wierenga, G.H. van Bruggen, P.M.H.M. Matthyssens & K. de Wulf (1998). Decision support systems and decision-making in marketing management. In R. de Bondt & R. Veugelers (Eds.), Informatie en Kennis in de Economie (pp. 529-547). Leuven: Universitaire Pers
- H.W. Volberda & G.H. van Bruggen (1997). Environmental turbulence: a look into its dimensionality. In M.T.A. Bemelmans (Ed.), Dynamiek in organisatie en bedrijfsvoering (pp. 137-146). Enschede: NOBO
- B. Wierenga & G.H. van Bruggen (1997). The integration of marketing-problem-solving modes and marketing management support systems. Journal of Marketing, 61 (July), 21-37.
- G.H. van Bruggen & L.P. Bucklin (1997). The impact of changes in power and information balance upon the quality of supplier-reseller relationships in food marketing channels. In B. Wierenga, A. van Tilburg, K. Grunert, J.B. Steenkamp & M. Wedel (Eds.), Agricultural Marketing and Consumer Behavior in a Changing World (pp. 109-124). Dordrecht: Kluwer Academic Publishers
- G.H. van Bruggen & B. Wierenga (1996). Computer Aided Marketing Decisions, What are Marketing Management Support Systems en what Role can they play? CustomerBase, 20-23.
- G.H. van Bruggen, A. Smidts & B. Wierenga (1996). The impact of the quality of a marketing decision support system: an experimental study. International Journal of Research in Marketing, 13 (4), 331-344. doi: 10.1016/S0167-8116(96)00017-1
- G.H. van Bruggen (1993). De effectiviteit van marketing decision support systemen. In A.E. Bronner & @ et al (Eds.), Recente Ontwikkelingen in het Marktonderzoek: Jaarboek van de Nederlandse Vereniging van Marktonderzoekers 1993-'94 (pp. 283-299). Haarlem: Uitgeverij de Vrieseborch
- G.H. van Bruggen (1991). The effectiveness of marketing decision support systems. In A. van Harten & B.G.F. Pol (Eds.), Bedrijfskundigen informeren bedrijfskundigen: vijfde NOBO onderzoekdag 1991 (pp. 39-45). Enschede: Universiteit Twente, NOBO
Semi Scientific Publications
- G.H. van Bruggen (2014, januari 14). Bedrijven onderschatten rol sociale media. Het Financieele Dagblad, pp. 10-10.
Other (25)
- W. Smit, G.H. van Bruggen & B. Wierenga (2001). Building stronger supplier relationships through information sharing. In A laboratory study conference papers of the ERIM Academy conference, New organizational forms, November 16-17th, 2001. ERIM
- A. Rangaswamy, G.L. Lilien, G.H. van Bruggen & B. Wierenga (1999). Bridging the Marketing Theory-Practice Gap with Marketing Engineering. (Extern rapport, 19-1999). The Pennsylvania State University, University Park: Report Institute for the Study of Business Marketing (ISBM)
- G.H. van Bruggen, G.L. Lilien & M. Kacker (1999). Informants in organizational marketing research: how many, who, and how to aggregate opinions? (Extern rapport, 25-1999). The Pennsylvania STate University, University Park: Report Institute for the Study of Business Marketing (ISBM)
- G.H. van Bruggen, M. Kacker & G.L. Lilien (1999). Optimal organizational estimation: how many informants & how best to combine them. In - - - (Ed.), Papers presented at: INFORMS, Fall 1999 Meeting, Philadelphia (pp. 13-18). Atlanta, USA: GA - Institute
- G.H. van Bruggen, M. Kacker, A. Smidts, E. Waarts & B. Wierenga (1999). The impact of internet on marketing distribution systems. In - - (Ed.), Paper presented at: 4th CEMS Academic Conference, Barcelona, Management in the Economic and Monetary Union (EMU) (pp. 84-93). Barcelona: ESADE - Escuela Superior de Administración de Empresas
- B. Wierenga & G.H. van Bruggen (1999). Marketing management support systems as strategic weapons in competition. In C. van Tilborgh & R. Duyck (Eds.), Management Jaarboek 1999 (pp. 87-96). Antwerpen, Belgium: Vlaamse Management Associatie
- O.J.M. Maathuis, C.B.M. van Riel & G.H. van Bruggen (1998). Using the corporate brand to communicate identity: the value of corporate associations to customers. In - - (Ed.), Corporate Reputation, Identity and Competitiveness, Amsterdam (pp. 27-31). Amsterdam: -
- G.H. van Bruggen, M. Kacker, A. Smidts, E. Waarts & B. Wierenga (1998). The impact of electronic commerce on marketing channels. In J.C. Hoekstra, K.R.E. Eelko & al et (Eds.), Proceeding of: Exploring the Interfaces of Marketing Management - Consumer Behavior, Management Sciences, and Information Technology (pp. 112-131). Groningen: Universiteit van Groningen
- G.H. van Bruggen, A. Smidts & B. Wierenga (1998). Marketing data, marketing cognition, and marketing management support systems. In - - - (Ed.), Managerial and Organizational Cognition (pp. ---). New York: JDM Society Stern School of Business
- O.J.M. Maathuis, C.B.M. van Riel & G.H. van Bruggen (1997). Contents of corporate and product brands, in the perspective of value transfer. In - - (Ed.), Paper presented at the conference on Corporate Reputation, Image and Competitiveness (pp. ---). New York: Stern School of Business, New York University
- G.H. van Bruggen & M.A.A.M. Leenders (1997, november 12). Move can harm Philips. Volkskrant, pp. ---.
- G.H. van Bruggen (1996). Hoe verlopen informatie en communicatiestromen in distributiekanalen? In J.J.W. ten Bosch, R.J. de Groot & C.A.H.H. de Ridder (Eds.), B-to-B Marketing in de Praktijk (pp. 1-12). Utrecht: F&G Publishing
- G.H. van Bruggen & E. Waarts (1996, augustus 19). CD-branche moet Internet gebruiken. NRC-Handelsblad, pp. 1-1.
- G.H. van Bruggen (1996). Distributiekanalen: het hoe, wat en waarom? In J.J.W. ten Bosch, R.J. de Groot & C.A.H.H. de Ridder (Eds.), B-to-B Marketing in de Praktijk (pp. 1-12). Utrecht: F&G Publishing
- G.H. van Bruggen (1996). Hoe kies je verantwoorde distributiestrategieën? In J.J.W. ten Bosch, R.J. de Groot & C.A.H.H. de Ridder (Eds.), B-to-B Marketing in de Praktijk (pp. 1-16). Utrecht: F&G Publishing
- G.H. van Bruggen & L.P. Bucklin (1996). The impact of changes in the power and information balance upon the quality of supplier-reseller relationships in food marketing channels. In B. Wierenga, K. Grunert, J.B.E.M. Steenkamp, M. Wedel & A. van Tilburg (Eds.), Agricultural Marketing and Consumer Behavior in a Changing World. Proceedings of the 47th Seminar of the European Association of Agricultural Economists (EAAE) Wageningen, the Netherlands (pp. 269-276). Wageningen: Wageningen, Agricultural University
- L.P. Bucklin & G.H. van Bruggen (1996). Changes in the power and information and dyadic relationships in food marketing channels. In A. Parvatiyar & J.N. Sheth (Eds.), Contemporary Knowledge of Relationship Marketing. Proceedings of the Third Research Conference on Relationship Marketing (pp. 75-79). Atlanta: Center for Relationship Marketing, Emory University
- G.H. van Bruggen & L.P. Bucklin (1996). Power and Information in Food Marketing Channels. CEMS academic conference: Milan, Italy (1996, september 12).
- L.P. Bucklin & G.H. van Bruggen (1996). Retail Power and Performance in Food Distribution Channels. 3rd International Conference on Recent Advances in Retailing and Service Science: Buchen/Telfsen, Austria (1996, juni 22).
- G.H. van Bruggen (1996, november 7). Heuristics and Decision Biases, the Compensating Role of an MDSS. onbekend, Rotterdam/Leuven Seminar.
- G.H. van Bruggen (1996, oktober 17). The Impact of Internet on Marketing Channels. Vught, Malmberg Publishing Company.
- G.H. van Bruggen (1996, oktober 6). Databases and B-to-B Relationships. Maastricht, DMSA Direct Marketing Conference 1996.
- G.H. van Bruggen (1996, maart 28). Perspectives on Relationship Management Systems. Gent, Belgium, Connections 1996.
- G.H. van Bruggen (1996, februari 18). Power and information in marketing channels. Wageningen Agricultural University, PhD course on Product and Distribution decisions.
- G.H. van Bruggen (1996, februari 28). Marketing Management Support Systems. Maastricht, University Limburg.
Doctoral Thesis
- G.H. van Bruggen (1993, december 16). The Effectiveness of Marketing Management Support Systems: An Experimental Study. Erasmus Universiteit Rotterdam (201 pag.) Prom./coprom.: prof.dr.ir. B. Wierenga & Prof.Dr.Ir A. Smidts.
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Decision Sciences
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International Journal of Research in Marketing
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EMAC
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Media
Media items
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Although the Advertising Code commission does not make verdicts but only recommendations, it is still very effective, especially with the very reputable companies. Gerrit van Bruggen comments that young companies often behave as…
De Volkskrant Wednesday, 2 November 2016 - FEB will host next annual European Marketing Conference: official transfer of the EMAC flag
At this year's European Marketing Academy (EMAC) Conference in Oslo last week, representatives of the Faculty of Economics and Business took over the official EMAC flag, as the next organizers of the annual conference. Prof.…
University of Groningen Wednesday, 1 June 2016
Discovery items
Slimming brand portfolio likely to starve your company
Thursday, 22 January 2015
The world’s largest consumer products companies recently announced shedding up to hundreds of brands. But when it comes to brand portfolio, is less really more?
Viral marketing can be a safe bet
Saturday, 1 February 2014
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Slimming brand portfolio likely to starve your company
The world’s largest consumer products companies recently announced shedding up to hundreds of brands. But when it comes to brand portfolio, is less really more?
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