Harald van Heerde
School of Marketing - PhD in Economics | MSc in Econometrics (University of Groningen, Netherlands)
Harald van Heerde (Ph.D., University of Groningen, the Netherlands) is S.H.A.R.P. Research Professor of Marketing at the University of New South Wales, Sydney. Harald specializes in econometric models to improve marketing decision making. His wide-ranging research interests include measuring the sales effects of the marketing mix, new media, loyalty programs, strategies to build brands and brand equity, electronic word of mouth, retailing, attribution modeling, customer acquisition, entertainment marketing and the role of PR and publicity.
Van Heerde is ranked in the top 10 of marketing scholars worldwide based on the volume of his publications in the leading marketing journals such as the Journal of Marketing (JM), the Journal of Marketing Research (JMR) and Marketing Science. Van Heerde is the recipient of eight paper awards: the MSI / H. Paul Root Award (JM), the William O'Dell Award for Long-term Impact (JMR), the Paul Green Best Paper Award (JMR), 2 x Informs Society of Marketing Science Long-term Impact Award, the Jan-Benedict Steenkamp Long-term Impact Award of IJRM and 2 x IJRM Best Paper Award. His papers were best paper award finalists at the premier journals on eighteen more occasions.
From This Author
How are consumers and retailers responding to soaring inflation?
New research examines how inflation is affecting consumers and retailers, and how they are both adapting their shopping habits and retail strategies in response
Is paying top dollar for star talent really worth the investment?
Research has found there are a number of key considerations when it comes to hiring highly paid sports and entertainment stars as well as leading talent in other industries
Five mobile app tactics that will add value to your brand
New research explores the value of retail apps, which customers benefit the most, and the critical app features that will improve consumer engagement – regardless of your brand or budget
Harald van Heerde explains the constraints of loyalty programs
Professor Harald van Heerde is a marketing scholar of international renown who has recently joined UNSW Business School. A specialist in econometric models and analytics to improve marketing decision-making, he spoke with Julian Lorkin for BusinessThink.