Gerrit van Bruggen
Professor of Marketing, Rotterdam School of Management, Erasmus University, The Netherlands
Education:
- Ph.D. in Marketing, 1993, Erasmus University Rotterdam, The Netherland
- MSc in Agricultural Economics (specializations in Marketing and Operations Research), 1988, Wageningen University, The Netherlands
Research Interests: applications and impact of information technology in marketing
Selected publications:
- Kayande, Ujwal, Arnaud de Bruyn, Gary Lilien, Arvind Rangaswamy and Gerrit Van Bruggen, (2008). "How Incorporating Feedback Mechanisms in a DSS Affects DSS Evaluations," Forthcoming in Information Systems Research
- 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.
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. - 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.
- 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).
- 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.
- 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.
- 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.
