The Marketing and Market Processes Research Group at Aalborg University Business School covers a broad range of research topics within marketing and sales management. Following the latest definition of marketing by the American Marketing Association, marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

We conduct research that relates the function that links the consumer, customer, and public to the marketer through information. Information is used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing and sales as a value-creating process. We seek also to explore the boundaries of marketing and link to fields such as international business, organization and innovation management.

The following list shows future research projects in the Marketing and Market Processes Research Group:

• Sales management practice
• Buyer-supplier and network relationships
• Purchasing and B2B buying behavior and category management
• Research on market strategy and branding
• Innovation and value creation
• B2B customer journey management
• Consumer marketing

Individual research interests

Poul Houman Andersen
Professor, PhD.

Research Interests: The organization and management of market exchange processes in B2B contexts

I am interested in studying the interface between organizing and market processes. In particular I have focused on buyer-supplier relationships, business networks, and the marketing and sales strategies of supplier firms. In addition, I am interested in marketing and sales from an operations management perspective. I study these phenomena in different empirical contexts, such as the wind turbine industry, the food industry and various other settings. Also I have strong interest in qualitative market research methods. More recently, I have increasingly interested in the relationship between marketing, sales and sustainable operations management.

I supervise and teach in marketing, customer experience journeys and qualitative research methodology. 

Link to publications

Karina Burgdorff Jensen
Research Assistant

Research Interests: Co-creation of value in sales processes and strategic sales enablement

I am interested in studying how different sales processes create different types of value. In particular I am interested in the transition from traditional sales methods to sales methods of joint value creation with customers. I am interested in Sales Enablement from a strategic and technological perspective, to understand how organizations enable different types of sales practices. I use action research methodology and case-study to investigate practices with different industries, primarily focusing on B2B contexts.

I supervise and teach in value Creation, Sales Enablement and PBL.

Link to publications

Malene Gram
Associate Professor, PhD, Associate Dean for Education

My research is within marketing and consumer research. My empirical studies have covered a variety of consumer segments (families, children, young people and mature consumers) in different national and cultural contexts. I am interested in sustainable consumption. I explore everyday culture such as mundane supermarket shopping and extraordinary consumption such as consumption of holidays. I am particularly interested in consumer tensions and resistance, mixed emotions and dilemmas in consumption along with consumer decision-making processes as relational and anchored in practices and contexts. I am interested in branding and advertising both as a tool to understand contemporary values and to understand the connection between companies and their customers.

My work is interdisciplinary, and I draw on multiple disciplines: marketing and consumer research, tourism and experience research, sociological, anthropological, cultural, semiotic and practice theory. I have experience in a range of different qualitative methodologies (long interviews, ethnographic studies, focus groups and advertising analysis), as well as content analysis and studies based on surveys.

I teach and supervise consumer behaviour, market communication, research methodology, problem-based learning and intercultural communication.

Link to publications

Andreea Bujac
PostDoc

Research interests: Branding, Marketing Communication, E-commerce, Digital Marketing, Social Media Marketing, Country-of-Origin Effect, Consumer Marketing

I conduct mainly quantitative research on the factors that impact consumer behavior when it comes to attitudes/perception towards branding and marketing communication tools. As the rise of web 2.0 has shifted the landscape of how to employ marketing strategies, I am also doing research in the area of digital marketing, like e-commerce and social media marketing. Finally, I have published my work in reputable scientific journals, such as Journal of Euromarketing, Journal of Export Marketing, and Journal of Brand Management among others.

I teach in the area of consumer behavior, strategic brand management and international marketing at both graduate (MSc in Marketing and MSc in International Business) and undergraduate  (BSc and HA) levels. 

Link to publications

The affiliates of the Marketing and Market Processes Research Group provide teaching on different levels, e.g. 

• The MSc degree programme in Marketing and Sales
• The BSc degree programme in Economics and Business Administration (HA) (in Danish)