| Price and advertising effectiveness over the business cycle HJ Van Heerde, MJ Gijsenberg, MG Dekimpe, JBEM Steenkamp Journal of Marketing Research 50 (2), 177-193, 2013 | 146 | 2013 |
| Losses Loom Longer than Gains: Modeling the Impact of Service Crises on Perceived Service Quality over Time MJ Gijsenberg, HJ Van Heerde, PC Verhoef Journal of Marketing Research 52 (5), 642-656, 2015 | 58 | 2015 |
| Going for gold: Investigating the (non) sense of increased advertising around major sports events MJ Gijsenberg International Journal of Research in Marketing 31 (1), 2-15, 2014 | 51 | 2014 |
| No future without the past? Predicting churn in the face of customer privacy N Holtrop, JE Wieringa, MJ Gijsenberg, PC Verhoef International Journal of Research in Marketing 34 (1), 154-172, 2017 | 24 | 2017 |
| Digital platform openness: Drivers, dimensions and outcomes TLJ Broekhuizen, O Emrich, MJ Gijsenberg, M Broekhuis, B Donkers, ... Journal of Business Research 122, 902-914, 2019 | 15 | 2019 |
| Comment: Measuring marketing effectiveness around major sports events:: A comparison of two studies and a call for action MJ Gijsenberg International journal of research in marketing 31 (1), 30-32, 2014 | 14 | 2014 |
| Advertising and price effectiveness over the business cycle MJ Gijsenberg, HJ Van Heerde, MG Dekimpe, JBEM Steenkamp Available at SSRN 1531150, 2009 | 13 | 2009 |
| Riding the waves: revealing the impact of intrayear category demand cycles on advertising and pricing effectiveness MJ Gijsenberg Journal of Marketing Research 54 (2), 171-186, 2017 | 12 | 2017 |
| Price and advertising effectiveness over the business cycle MJ Gijsenberg, HJ Van Heerde, MG Dekimpe, JBEM Steenkamp INFORMS Marketing Science Conference 2010, 2010 | 10 | 2010 |
| Advertising spending patterns and competitor impact MJ Gijsenberg, VR Nijs International Journal of Research in Marketing 36 (2), 232-250, 2019 | 6 | 2019 |
| Moving forward: The role of marketing in fostering public transport usage MJ Gijsenberg, PC Verhoef Journal of Public Policy & Marketing 38 (3), 354-371, 2019 | 5 | 2019 |
| Understanding the timing and magnitude of advertising spending patterns MJ Gijsenberg, HJ van Heerde, MG Dekimpe, JBEM Steenkamp, VR Nijs Available at SSRN 1538262, 2009 | 4 | 2009 |
| Competitive reactions to personal selling: the difference between strategic and tactical actions N Holtrop, JE Wieringa, MJ Gijsenberg, P Stern SOM Research Reports, 2016 | 3 | 2016 |
| Understanding the role of adstock in advertising decisions MJ Gijsenberg, HJ Van Heerde, MG Dekimpe, VR Nijs Available at SSRN 1905426, 2011 | 3 | 2011 |
| Highly Recommended? How Relation-Specific Attachment Styles Bias Customers Willingness to Recommend WJMI Verbeke, MJ Gijsenberg, LME Hendriks, JT Bouma, LH Teunter Frontiers in Psychology 11, 1311, 2020 | | 2020 |
| Introduction to the special issue–Digital business models: A multi-disciplinary and multi-stakeholder perspective TLJ Broekhuizen, M Broekhuis, MJ Gijsenberg, JE Wieringa Journal of Business Research, 2020 | | 2020 |
| Advertising Timing M Gijsenberg, VR Nijs University of Groningen, Research Institute SOM (Systems, Organisations and …, 2018 | | 2018 |
| Moving Forward M Gijsenberg, P Verhoef Research Report, 2018 | | 2018 |
| Competitive reactions to personal selling N Holtrop, J Wieringa, M Gijsenberg, P Stern University of Groningen, Research Institute SOM (Systems, Organisations and …, 2016 | | 2016 |
| Measuring marketing effectiveness around major sports events MJ Gijsenberg | | 2013 |
