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Joerg Niessing – The future of Brands - QSP Summit 2015

Biography

INSEAD Business School
Affiliate Professor of Marketing

Joerg Niessing is an Affiliate Professor of Marketing at INSEAD and is passionate about bridging the academic and the business world on topics related to marketing, branding and digitization. He holds a PhD in Marketing from the University of Muenster. His credentials do not only come from his academic career, but also from over 13 years in consulting. Here he focused on building leading brands and delivering profitable growth through the development of outstanding customer experiences, distinctive customer insights and data analytics. His diverse background includes marketing and branding strategy, marketing analytics, digital & social media marketing, and customer relationship management across a broad range of industries in different countries.

At INSEAD, Joerg focuses on brand management, marketing research & analytics, (“big”) data analytics, and digital marketing and develops and teaches courses in these areas. He is also the Executive Director of INSEAD elab, the research and analytics centre at INSEAD that focuses on the intersection of data analytics, customer insights and digitization. Joerg gives talks and consults for a number of organizations in his area of expertise. He is co-directing Leading Digital Marketing Strategy.

Before joining INSEAD Joerg worked as an Associate Partner at Prophet; a strategic brand and marketing consultancy. At Prophet he has worked with companies to uncover and activate actionable customer insights through the application of customized research & analytics methods. He developed in-depth experience in market evaluation, segmentation, brand positioning, value proposition, brand equity & valuation, brand portfolio management, social media strategy & analytics, and marketing effectiveness for clients such as Mondelez, eBay, United Healthcare, PepsiCo, T-Mobile, United Airlines, Samsung, Electrolux, Cisco Systems, and Swarovski.

Before joining Prophet, Joerg was a managing director at the Marketing Center Muenster. During this time he led several marketing projects in strategy development, brand management, and customer relationship management for a variety of German DAX companies including BMW, Deutsche Post, Volkswagen, Lufthansa and Deutsche Bahn.

PUBLICATIONS

  • BOOK CHAPTERS - Expectation Biases as Neuropsychological Basis for Branding” (German original title: Expectation Biases als neuropsychologische Grundlage des Markenmanagements) - Gabler Verlag
  • JOURNAL ARTICLES - The Relative Strength of Affective Commitment in Securing Service Relationships - Journal of Business Research

RESEARCH AREAS

Brand Management, Marketing Management, Marketing Research and Consumer Insights, Marketing Effectiveness & Analytics

TEACHING AREAS

Brand Management, Marketing Management, Marketing and (Big) Data Analytics, Digital Transformation and Social Media Strategy

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