Marketing Effectiveness and Profitability
This theme includes research on measured and perceived effects of marketing activities for the company, other stakeholders and society.
Responsible faculty member:
Prof. Jaakko Aspara Researchers focusing on the area:
Prof. Jaakko Aspara
Prof. Emer. Christian Grönroos
Prof. Maria Holmlund-Rytkönen
Prof. Tore Strandvik
Asst. Prof. Paul ViioAsst. Prof. Johanna Frösén Specific topics
- Marketing metrics and accountability
- Service productivity, relationship productivity
- Return on relationships
- Sales-marketing interface and effectiveness
- Corporate marketing in financial markets; investor perceptions of brands and marketing activities
- Pricing models; interactions of price and other promotional variables
Focus industries studied in the area
- Financial services and banking industry
- FMCG industry
- Entertainment and events industry
- Public services sector
- Welfare services sector
- Healthcare industry