Visiting Academic - Professor Harald van Heerde

Visiting from 3 - 7 April 2009

Professor van Heerde is a recent arrival at Waikato Management School at the University of Waikato in New Zealand. He has a background in econometrics but was drawn to marketing because it seemed relevant and important. “One of the things I do is measure the effectiveness of marketing so that managers can make more informed decisions and therefore market better".

Professor van Heerde is also interested to find out how customer behaviour changes over time. Another aspect of his research is brand strength, and he has assessed how a business can re-establish brands after a contamination scare.

His research and his own consumer experiences slot nicely into his teaching. Professor Van Heerde teaches Market Research to third year management students and he’s a regular contributor to the world’s leading marketing journals such as Journal of Marketing Research and Marketing Science.

Related Articles:

Visiting Academic - Doctor Valentyna Melnyk - 31 March 2009
Visiting Academic - Professor Leo Paas - 31 March 2009

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