Koert van Ittersum bio/cv

Professor of Marketing and Consumer Well-Being

Management Team of Center of Expertise Healthwise info

Director of MSc Marketing Program info 

University of Groningen info

 

Director Fundamental Research

TKI Agri&Food | Roadmap Consumer and Supply Chain info

"Welcome to the website "Marketing and Consumer Well-being". This website is devoted to the chair that I hold at the Faculty of Economics and Business of the University of Groningen. The main objective of this website is to identify, investigate, and disseminate research on financially-viable marketing strategies and tactics that help improve the well-being of consumers."



“Marketing and Consumer Well-Being”. This may be considered a contradictio in terminis. However, in my inaugural speech (see below), I argue that “Marketing and Consumer Well-Being” is in fact a tautology, or at least, that is what it should be. Despite the relative negative image of marketing, I propose that marketing may be in a great position to help improve consumer well-being by specifically focusing on the flawed assumptions of freedom of choice and consumers’ capability to make informed choices. Specifically, I propose that firms that improve consumers’ freedom of choice and choice-making capabilities in the market place can financially benefit by improving the well-being of existing consumers as well as attracting new consumers interested in improving their own well-being—a win-win.  

 

Source: Marketing and Consumer Well-Being - click here


Mission: To identify, investigate, and disseminate financially-viable marketing strategies and tactics that help improve the well-being of consumers.