Homepage Contact us Sitemap


For full information on the EDEN concept and benefits, please click here.


The programme in Marketing will include seminars on :

  • Research Methods in Marketing and Management
  • Consumer Research
  • Building Models for Marketing Decisions
  • Strategic Marketing Research
  • Interpretive Research Methods
  • Advanced Model Building in Marketing
  • Meta-Analysis for Management Research
  • Research Traditions in International Sales Management


Professor Peter Verhoef, University of Groningen


Prof. P.S.H. Leeflang (1946) studied econometrics in Rotterdam, obtaining both his MA, in 1970, and his PhD, in 1974, at the Netherlands School of Economics. During 1970 - 1975 he was assistant Professor at the Interfaculty for Graduate Studies in Management at Rotterdam/Delft. He has been appointed in 1975 as Professor of Marketing at the Department of Economics, University of Groningen. He has authored or co-authored 15 books including “Mathematical Models in Marketing” (Stenfert Kroese, Leiden, 1974) with Philippe A. Naert, “Building Implementable Marketing Models” (Martinus Nijhoff, The Hague/Boston, 1978) and with Dick Wittink, Michel Wedel, and Philippe Naert “Building Models for Marketing Decisions (2000). Other examples of his published work can be found, inter alia, in Applied Economics, The Journal of Marketing, The Journal of Marketing Research, The International Journal of Research in Marketing, Management Science, The Journal of Economic Psychology, The International Journal of Forecasting. In 1978 - 1979 he was President of the European Marketing Academy and from 1981 - 1990 Vice-President of this Academy and in charge of the organization of the annual meeting of the Academy. In 1990 and 2003 he was Guest Professor of Marketing at the University of California at Los Angeles (Anderson Graduate School of Management) where he taught marketing, planning and strategy. He also taught PhD-courses in Alicante, Helsinki, Vienna and Innsbruck. From 1997 to 2001 he was the Dean of the Department of Economics and vice-Vice Chancellor of the University of Groningen. As a Professor of Marketing he is also affiliated to the European Institute of Advanced Studies in Management (EIASM) in Brussels (Belgium). In 1999 he became a member of the Royal Netherlands Academy of Arts and Sciences. 

Peter C. Verhoef
(1972) is Professor of Marketing at the Department of Marketing, Faculty of Economics and Business, University of Groningen, The Netherlands. He obtained his Ph.D. in 2001 at the School of Economics, Erasmus University Rotterdam, The Netherlands. His research interests concern customer management, customer loyalty, multi-channel issues, category management, and buying behavior of organic products. He has extensively published on these topics. His publications have appeared in journals, such as Journal of Marketing, Journal of Marketing Research, Marketing Science, International Journal of Research in Marketing, Marketing Letters, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, and Journal of Retailing. His work has been awarded with the Donald R. Lehmann award for the best dissertation based article in the Journal of Marketing and Journal of Marketing Research in 2003. He is currently an editorial board member of the Journal of Marketing, Marketing Science, Journal of Retailing, Journal of Service Research, Journal of Interactive Marketing, and the International Commerce Review. He functions as an area editor for the International Journal of Research in Marketing. He has extensive teaching experience for undergraduate, graduate and Ph.D. students. He is also involved in executive teaching on customer management and is the director and founder of the Customer Insights Center, University of Groningen.

Stefan Wuyts is an Associate Professor of Marketing at Tilburg University, the Netherlands, where he has been teaching marketing strategy since 2005. His doctoral dissertation (Erasmus University Rotterdam, 2003) was a winner of the ISBM Doctoral Support Award Competition, a finalist for the Dutch Marketing Science Prize for innovative practice-oriented research, and awarded by the Dutch Royal Society for Economics as the best dissertation defended at an Economics Faculty in the Netherlands in the years 2003 and 2004. His research interests include channel management, innovation, and social networks, with a focus on B2B markets. His work in these areas has appeared in the Journal of Marketing, the Journal of Marketing Research, the International Journal of Research in Marketing, and the Journal of Organizational Behavior, among other. In 2007, he wrote a monograph ‘Social Networks and Marketing’ with Christophe Van den Bulte for the Relevant Knowledge Series of the Marketing Science Institute (MSI) and he was named a MSI Young Scholar. Stefan Wuyts serves as an Area Editor for the International Journal of Research in Marketing and as a reviewer for Journal of Marketing, Journal of Marketing Research, Management Science, Journal of Operations Management, and Journal of International Business Studies. He has contributed to the marketing community as a co-organizer of the 2004 Marketing Science Conference and a track co-chair at the 2007 European Marketing Academy conference. He has consulted with and spoken at meetings at several international companies, such as ASML, Nexans, and SAP.



The marketing field is changing rapidly nowadays. Important new themes, such as getting connected to customers, co-creation, and brand cultivation, are getting attention. In this course the aim is to discuss the latest theoretical developments within the scientific marketing (management) literature.

The course is divided into five general themes: (1) Marketing Strategy, (2) Customer Management and Models, and (3) Innovation, (4) Networks, and (5) Competition.. In the first theme Prof. Verhoef will discuss topics such as market orientation and marketing’s influence within the firm. In the second theme Prof. Verhoef, will discuss marketing’s role within the firm and several topics within customer management, such as customer metrics, customer lifetime value, modeling customer behavior, and multi-channel customer management. Dr. Wuyts will discuss the extant literature on innovation in a marketing context and the role of interrelationships with firms and customers. In the fourth theme, he will discuss the role of networks and the analysis of these networks.. Finally Prof. Leeflang will discuss scientific research on marketing strategy and competition.

The course will consist of both lectures and discussions of scientific assigned articles from leading marketing journals. During the lectures, there will be a variety of assignments and workgroup breaks. You are asked to read the articles up-front in order to get more vivid class discussions.
Research Presentations
At the end of each day, we will have a discussion of research of the PhD.-students. Based on their research interests, we have assigned students to the specific days/ professors. Students who will be presenting are asked the following:
-                      Provide a presentation of no more than 7-8 minutes.
-                      Use a maximum of 4 slides, where you lay-out your main research problem, your assumed contribution to the literature, the (conceptual) model, and the research methodology/design.
We will discuss your research in the class with the aim to improve your planned research.


The seminar will be held at the GRONINGEN.
The programme will start on November 16, 2009 at 09:00 and is scheduled to end November 20, 2009 at 17:00 approx.

The participation fee is 1500 €. This fee includes participation to the seminar, the documents, lodging (from November 15 to November 20) and full board.
Doctoral students will be assigned rooms for two.

The closest airport is Schiphol International Airport (Amsterdam, Netherlands). It then takes approx. 2.5 hours to reach Groningen by train.

Should you wish a single room, an extra fee of 25 € per night will be charged to you.

Cancellations made before November 2, 2009 will be reimbursed with 10% deduction of the total fee. No reimbursement will be possible after this date.

The Institute offers a limited number of scholarships of 700 € each. Scholarships are strictly limited to students coming from an EIASM Institutional Member (the Academic Council). Allocation of the scholarships is entirely at the discretion of the European Institute.

Interested doctoral students should register online (and add the required documents) no later than September 17, 2009. Besides doctoral students, other researchers may participate. The number of participants will be limited to create a stimulating environment. The selection among the applicants will be conducted by the Institute’s Faculty. They will review the following documents which should necessarily complement each application form:

  • the applicant’s curriculum vitae demonstrating his/her capabilities of doing research ;
  • a letter of recommendation of his/her local faculty supporting the application ;
  • a two-page description of his/her doctoral research, indicating the general objectives.
For more information, please contact:
The EDEN Team
Tel: +32 2 226 66 69
Email: eden@eiasm.be