Willem Verbeke, professor of sales and account management at the School of Economics and director of the Institute for Sales and Account Management (ISAM), has won the Howard Sheth Award.
This is a recognition from the influential journal The Journal of Marketing Science. It is the first time a European has received the award.
The award is for Verbeke's paper on a new marketing theory. That consists of a model to measure the effect of marketing on consumer behavior and competitor response, without complicated mathematical calculations.
Verbeke in Erasmus magazine: 'The classical marketing theories assume a static development; advertising only changes consumer buying behavior. But it is a much more dynamic process; advertising also changes the behavior of the retailer, who puts in more shelves, causing the consumer to buy more, and the manufacturer to advertise more as a result.'