B. (Berend) Wierenga

Emeritus Professor
Rotterdam School of Management (RSM)
Erasmus University Rotterdam
Honorary Fellow ERIM
Field: Marketing
Affiliated since 1999

Berend Wierenga is Professor-Emeritus of Marketing at Rotterdam School of Management, Erasmus University (RSM).

Berend Wierenga has a PhD of Wageningen University, The Netherlands, where he was also a faculty member until joining Rotterdam School of Management in 1983. He held visiting positions at several business schools abroad, including the Stanford Graduate School of Business (Stanford, USA), the Wharton School of the University of Pennsylvania (Philadelphia, USA), and INSEAD (Fontainebleau, France).

His main research areas are marketing decision making, marketing models, and marketing management support systems. He has published widely on these topics, in journals such as Journal of Marketing, Journal of Marketing Research, Marketing Science, International Journal of Research in Marketing, Management Science, Management Information Systems Quarterly, Communications of the ACM, and many others. He edited the “Handbook of Marketing Decision Models” (2008) and wrote (with Gerrit van Bruggen) “Marketing Management Support Systems: Principles, Tools, and Implementation” (2000).

At RSM, Berend Wierenga is the founder of the Department of Marketing Management of which he was the chairman for over fifteen years. Berend Wierenga, as the first Editor, initiated the International Journal of Research in Marketing, at present one of the leading international academic marketing journals. He was Dean of RSM twice. He also was the first Scientific Director of the Erasmus Research Institute of Management (ERIM) and he was on the Board of the Social Science Research Council of the Netherlands Organization for Scientific Research (Netherlands Science Foundation-NWO).

Berend Wierenga has been active in professional organizations, including the European Marketing Academy (EMAC) and the Netherlands Institute of Marketing (NIMA), and he has held supervising and consulting positions in companies, associations, and government organizations. He was appointed Officer in the Order of Oranje-Nassau by her Majesty the Queen of The Netherlands in 2010. He received the inaugural EMAC Distinguished Marketing Scholar Award, as well as the Ad Fontes Penning of the Erasmus University.

As Professor-Emeritus at Erasmus University, Berend Wierenga continues to be active in research and publications, supervisory and editorial work, and international conferences. He also holds a part-time appointment as a research professor at Bocconi University in Milan.

  • Wierenga, B. (2010). Connecting developing economies to the third era of marketing. In H Van Trijp & P Ingenbleek (Eds.), Markets, marketing and developing countries (pp. 54-60). Wageningen: Wageningen Academic Publishers.
  • Wierenga, B. (2010). Marketing and Artificial Intelligence: Great Opportunities, Reluctant Partners. In J. Casillas & F.J. Martinez-Lopez (Eds.), Marketing Intelligent Systems Using Soft Computing (Studies in Fuzziness and Soft Computing, Volum 258) (pp. 1-8). Berlin: Springer.
  • Wierenga, B. (2010). The Interface of Marketing and Operations Research. In L. Kroon, T. Li & R Zuidwijk (Eds.), Liber Amicorum In memoriam of Jo van Nunen (pp. 83-91). Rotterdam: Dinalog/RSM Erasmus University.
  • Wierenga, B. (2008). The Past, the Present and the Future of Marketing Decision Models. In B. Wierenga (Ed.), Handbook of Marketing Decision Models (pp. 3-20). New York: Springer.
  • Wierenga, B., Bruggen, G.H. van & Althuizen, N.A.P. (2008). Advances in Marketing Management Support Systems. In B Wierenga (Ed.), Handbook of Marketing Decision Models (International Series in Operations Research and Management Science) (pp. 561-592). New York: Springer.[go to publisher's site]
  • Bruggen, G.H. van & Wierenga, B. (2006). Marketing management support systems and their implications for marketing research. In Rajiv Grover & Marco Vriens (Eds.), The Handbook of Marketing Research: Uses, Misuses, and Future Advances (pp. 646-668). Thousand Oaks: Sage Publications.
  • Immink, V. & Wierenga, B. (2004). Sales promotion arrangements in the FMCG chain. In Bremmer, H.J. et al (Ed.), Dynamics in Chains and Networks (pp. 97-103). Wageningen: Wageningen Academic Publishers.
  • Eliashberg, J., Swami, S., Weinberg, C.B & Wierenga, B. (2002). Movie scheduling on multiple theaters with multiple screens: Model extensions and implementation experience. In T..Elrod A. Finn P.T.L. Popkowski Leszczyc & P. Messinger (Eds.), Marketing Science Conference 2002. Edmonton Ca: INFORMS.
  • Valck, K. de, Bruggen, G.H. van & Wierenga, B. (2002). The Role of Virtual Communities in the Consumer Decision Process. In Minoo Farhangmehr (Ed.), Marketing in a Changing World. Braga, Portugal: University of Minoo, School of Economics and Management.
  • Chen, Z., Bruggen, G.H. van & Wierenga, B. (2002). The impact of system-strategy fit on the success of CRM systems. In T..Elrod A. Finn P.L Popkowski Leszcyc & P., Messinger (Eds.), Marketing Science Conference 2002. Edmonton CA: INFORMS.
  • Wierenga, B. (2001). Het derde marketing tijdperk. In S.C. Santema (Ed.), Marketing voorbij 2001: de visie van 11 hoogleraren. Eindhoven: CEBO-TU/e.
  • Smit, W., Bruggen, G.H. van & Wierenga, B. (2001). Will information sharing lead to better marketing channel relationships: findings from a laboratory experiment. In E. Breivik, A.W. Falkenberg & K. Gronhaug (Eds.), Rethinking European Marketing, proceedings from the 30th EMAC Conference, Bergen, Norway, Abstract on p78, Paper on CD -Rom. Bergen, Norway: EMAC.
  • Teunter, L.H., Wierenga, B. & Kloek, T. (2001). Drivers of household sales promotion response: Does deal proneness realy exist? In O. Heil (Ed.), Proceedings Marketing Science Conference: Marketing Science: A two-way street linking theory and practice, Wiesbaden, Germany, July 5-8, 2001. Wiesbaden, Germany.
  • Waarts, E., Popma, W.T. & Wierenga, B. (2001). Examining the relationship between competitor-orientation and firm performance. In Rethinking European Marketing, Proceedings 30th EMAC Conference, Bergen, Norway, May 8-11 2001, CD-Rom and abstract. Bergen, Norway: EMAC.
  • Jonker, J.J., Wierenga, B., Eliashberg, J. & Sawhney, M.S. (2001). MOVIEMOD: een beslissingsondersteunend systeem voor de introductie van nieuwe films. In A.E. Bronner (Ed.), Ontwikkelingen in het marktonderzoek: Jaarboek 2001 MarktOnderzoekAssociatie (pp. 123-135). Haarlem: De Vrieseborch.
  • Teunter, L.H., Wierenga, B. & Kloek, T. (2000). Sales promotion effects and the promotion sensitive consumer: a look at consumer reactions through a magnifying glass. In B Wierenga, A Smidts & G Antonides (Eds.), Marketing in the new millenium, proceedings of the 29th EMAC conference, Rotterdam, 23-26 May (pp. ---). Rotterdam: EMAC.
  • Chen, Z., Bruggen, G.H. van & Wierenga, B. (2000). Antecedents and dynamics of preceived usefulness of marketing decision support systems. In B Wierenga, A Smidts & G Antonides (Eds.), Marketing in the new millenium, proceedings of the 29th EMAC conference, Rotterdam, 23-26 May (pp. ---). -: -.
  • Smit, W., Bruggen, G.H. van & Wierenga, B. (2000). Will information sharing lead to better marketing channel relationships? An experimental study. In R Bucklin & D Morrison (Eds.), Marketing for the new millenium, Marketing science conference, Los Angeles, June 22-25, book of abstracts (pp. 57-57). Los Angeles: -.
  • Wierenga, B. & Soethoudt, H. (2000). How to create a win-win situation for retailer and producer in supermarket sales promotions. In R Bucklin & D Morrison (Eds.), Marketing for the new millenium, Marketing science conference, Los Angeles, June 22-25, book of abstracts (pp. 67-68). Los Angeles: -.
  • Chen, Z., Bruggen, G.H. van & Wierenga, B. (2000). The antecedents and dynamics of the preceived usefulness of marketing decision support systems. In R Bucklin & D Morrison (Eds.), Marketing for the new millenium, Marketing science conference, Los Angeles, June 22-25, Book of abstracts (pp. 259-259). Los Angeles: -.
  • Wierenga, B., Smidts, A. & Antonides, G. (2000). Marketing in the New Millennium. In - - (Ed.), Proceedings of the 29th EMAC Conference (pp. 208-208). Rotterdam: EMAC.
  • Wierenga, B. & Bruggen, G.H. van (2000). Marketing management support sytems: lessons from the past 25 years and perspectives for the new millennium. In A.E. Bronner, P. Dekker, A.J. Olivier, W.F. van Raay, M. Wedel & B. Wierenga (Eds.), Jaarboek 2000 van de Nederlandse Vereniging voor Marktonderzoek en Informatiemanagement (pp. 193-215). Haarlem: Uitgeverij de Vrieseborch.
  • Smit, W., Bruggen, G.H. van & Wierenga, B. (2000). Will information sharing lead to better channel relationships? An experimental study. In R. Bucklin & D. Morrison (Eds.), Marketing for the New Millennium, Abstracts of the INFORMS Marketing Science Conference (pp. ---). Los Angeles (USA): INFORMS.
  • Chen, Z., Bruggen, G.H. van & Wierenga, B. (2000). The antecedents and dynamics of the perceived usefulness of marketing decision support systems. In R. Bucklin & D. Morrison (Eds.), Marketing of the New Millennium, Abstracts of the INFORMS Marketing Science Conference (pp. ---). Los Angeles: INFORMS.
  • Smit, W., Bruggen, G.H. van & Wierenga, B. (2000). Will Information Sharing lead to better Marketing Channel Relationships? An experimental study. In Randy Bucklin & Don Morrison (Eds.), Marketing Science Conference "Marketing for the New Millennium". 2000: INFORMS.
  • Dalebout, A.C., Hillegersberg, J. van & Wierenga, B. (1999). Domain Framework for Sales Promotions. In M.E. Fayad, D.C. Schmidt & R.E. Johnson (Eds.), Implementing Application Frameworks: Object-Oriented Frameworks at Work (pp. 7-25). New York, USA: Wiley & Sons.
  • Teunter, L.H., Wierenga, B. & Kloek, T. (1999). Sales Promotion Effects and the Deal Prone Household: Analysis of Household Reactions through a Magnifying-glass. In A Basu & T Mazunder (Eds.), Paper presented at: Marketing Science Conference, Syracuse, TRACK: Reflection and Renewal (pp. 1-8). Syracuse, USA: AMA.
  • Teunder, L., Wierenga, B. & Kloek, T. (1999). Sales Promotion Effects and the Deal Prone Consumer: Analysis of Consumer Reactions through a Magnifying-Glass. In L. Hildebrandt, D. Annacker & D. Klapper (Eds.), Paper presented at: 28th EMAC Conference, Berlin, Marketing and Competition in the Information Age (pp. 1-15). Berlin, Germany: Humboldt University.
  • Wierenga, B. & Bruggen, G.H. van (1999). Marketing Decision, Making in the Electronic Era: The State-of-the Art of marketing distribution systems. In E.O. Martimez, L.G. Ruin & E.P. del Campo (Eds.), Paper presented at: 2nd FORUM of the Internationale Unversidad, Track: Las Ciencias, las Technicas y el Arte Aplicadas al Marketing (pp. 99-109). Madrid, Spain: Unversidad Complutense.
  • Wierenga, B., Dalebout, A.C. & Bruggen, G.H. van (1998). The state of knowledge-driven marketing management support systems. In H. Gatignon & E. Anderson (Eds.), Marketing Science in a Global Economy (pp. 111-111). Paris: INSEAD.
  • Bruggen, G.H. van, Smidts, A. & Wierenga, B. (1998). The powerstul triangle of marketing data, managerial cognition and marketing management support systems. In T. Lant & Z. Shapira (Eds.), Managerial and Organizational Cognition (pp. 16-16). New York: Stern School of Business.
  • Wierenga, B., Bruggen, G.H. van, Matthyssens, P.M.H.M. & Wulf, Kristof de (1998). Beslissingsondersteunende systemen en besluitvorming in marketingmanagement. In R. de Bondt & R. Vleugelers (Eds.), Informatie en kennis in de economie (pp. 529-547). Leuven: Universitaire Pers leuven.
  • Leenders, M.A.A.M. & Wierenga, B. (1998). The effect of the marketing - R&D interface on new product performance: how, when and how much? In P. Andersson, et al (Ed.), Marketing Management: Strategy and Organization Proceedings of the EMAC Conference - TRACK (pp. 589-600). Stockholm: Stockholm School of Economics.
  • Dalebout, A.C., Hillegersberg, J. van & Wierenga, B. (1998). Building and using object-oriented frameworks for semi-structures domains. The sales promotion as an example. In H.J. Watson (Ed.), , Los Alamitos: IEEE (pp. 153-160). Los Alamitos: IEEE Computer Society.
  • Wierenga, B., Bruggen, G.H. van, Matthyssens, P.M.H.M. & Wulf, Kristof de (1998). Decision support systems and decision-making in marketing management. In R. de Bondt & R. Veugelers (Eds.), Informatie en Kennis in de Economie (pp. 529-547). Leuven: Universitaire Pers.
  • Rekom, J. van, Wierenga, B. & Riel, C.B.M. van (1998). Exploring network measures of means-end structures. Work-in-progress. In Per Andersson et al (Ed.), Marketing Management: Strategy and Organization (pp. 441-451). Stockholm: Stockholm School of Economics.
  • Teunter, L.H., Wierenga, B. & Kloek, T. (1998). Refined conceptualization and operationalization of deal proneness. In P. Andersson et al (Ed.), Marketing Management: Strategy and Organization. Proceedings of the EMAC conference (pp. 179-193). Stockholm: Stockholm School of Economics.
  • Verstappen, C.D.G., Vorst, A.G.A.L. van de & Wierenga, B. (1998). The profitability of sales promotions. In P. Andersson et al (Ed.), Marketing Management: Strategy and Organization: proceedings of the EMAC conference (pp. 173-177). Stockholm: Stockholm School of Economics.
  • Leenders, M.A.A.M. & Wierenga, B. (1998). The effect of R&D - marketing integration and power balance on new product performance. In E. Anderson & H. Gatignon (Eds.), Abstract, Marketing Science Conference, INSEAD (pp. pag?-pag?). Paris: INSEAD.
  • Teunter, L.H., Wierenga, B. & Kloek, T. (1998). Modeling the impact of sales promotion using refined deal proneness measures. In H. Gatignon & E. Anderson (Eds.), Marketing Science in a Global Economy (pp. 101-101). Paris: INFORMS.
  • Waarts, E. & Wierenga, B. (1998). Analyzing competitive reactions to new product introductions: the role of perceived threat. In H. Gatignon & E. Anderson (Eds.), Marketing Science in a Global Economy (pp. 47-47). Paris: INFORMS.
  • Dalebout, A.C. & Wierenga, B. (1997). Qualitative modeling of sales promotion. Decision making based on verbal data. In D Arnott & et al (Eds.), Marketing, Progress Prospects Perspectives. Proceedings 26th EMAC Conference. Volume 4 (Volume 4) (pp. 1584-1593). Warwick: Warwick Business School.
  • Everdingen, Y.M. van & Wierenga, B. (1997). Intra-firm adoption and diffusion of innovations: an empirical study among European companies. In D. Arnott & et al (Eds.), Marketing: Progress Prospects Perspectives. Proceedings 26th EMAC Conference. Volume 4 (Volume 4) (pp. 2121-2129). Warwick: Warwick Business School.
  • Leenders, M.A.A.M. & Wierenga, B. (1997). The effect of managerial mechanisms on integration between marketing and R&D. In C. Karlsson (Ed.), Preprints 4th International Product Development Conference (pp. 501-515). Stockholm: ?.
  • Wierenga, B. (1997). Competing for the future in the agricultural and food channel. In B. Wierenga, A. van Tilburg, K. Grunert, J.B.E.M. Steenkamp & M. Wedel (Eds.), Agricultural marketing and Consumer Behavior in a Changing World (pp. 31-55). Boston: Kluwer Academic Publishers.
  • Bruggen, G.H. van & Wierenga, B. (1997). The impact of Marketing Management Support Systems. In T. Erdem & et al (Eds.), Book of Abstracts, Marketing Science Conference, Berkeley (pp. 59-59). Berkeley: University of California.
  • Leenders, M.A.A.M. & Wierenga, B. (1997). The relationship between the Marketing-R&D Interface and new product performance: an empirical study in the pharmaceutical industry. In T. Erdem & et al (Eds.), Book of Abstracts, Marketing Science Conference, Berkeley (pp. 102-102). Berkeley: University of California.
  • Wierenga, B., Huizingh, K.R.E. & Teunter, L.H. (1997). Measuring the effectiveness of Marketing Information Systems. In T. Erdem & et al (Eds.), Book of Abstracts, Marketing Science Conference, Berkeley (pp. 59-59). Berkeley: University of California.
  • Leenders, M.A.A.M., Wierenga, B. & Janszen, F.H.A. (1996). The effect of the marketing - R&D interface and innovation success. In J. Berács, A. Bauer & J. Simon (Eds.), Proceedings of the 25th EMAC Conference 14-17 May 1996. Marketing for an Expanding Europe. Volume II. Budapest University of Economic Science (pp. 1861-1868). Budapest: Lang Publishing & Holding Co. Inc.
  • Oude Ophuis, P.A.M., Jong, C.M. de, Huizingh, K.R.E. & Wierenga, B. (1995). Determinants of Succes for Marketing Decision Support Systems. In M. Bergadáa (Ed.), Proceedings of the 24th Annual Conference of the EMAC (pp. 1915-1920). Cergy-Pontoise: ESSEC.
  • Wierenga, B., Veer, R.C.P. van der & Kluytmans, J.C.H.W. (1994). Neurale netwerken in marketing. In A.E. Bronner et al. (Ed.), Recente Ontwikkelingen in het Marktonderzoek: Jaarboek van de Nederlandse Vereniging van Marktonderzoekers 1994-'95 (pp. 9-24). Haarlem: De Vrieseborch.
  • Wierenga, B. & Kluytmans, J.C.H.W. (1994). Neural nets versus marketing models in time series analysis: a simulation study. In J. Bloemer, J. Lemmink & H. Kasper (Eds.), Marketing: Its Dynamics and Challenges (pp. 1139-1153). Maastricht: University of Limburg.
  • Adema, R.L.A., Riel, C.B.M. van & Wierenga, B. (1994). Empirische studie naar kritische-succesfactoren bij het 'managen' van corporate communication. In C.B.M. van Riel & W.H. Nijhof (Eds.), Handboek Corporate Communication, afl. 14 (pp. 2.2.1.1.-29). Houten: Bohn Stafleu van Loghum.
  • Leenders, M.A.A.M., Janszen, F.H.A. & Wierenga, B. (1994). Structuring the Marketing - R&D Interface in Pharmaceutical Companies for successful Innovation. In M. Giese, A. Boer & B. Jambon (Eds.), EPhMRA/ESOMAR Conference on pharmaceutical Environment: meeting the pressures by intelligent Resourcing: Lisbon (Portugal) 2nd-4th June 1994 (pp. 41-56). Amsterdam: ESOMAR European Society for Opinion and Marketing Research.
  • Wierenga, B. & Bruggen, G.H. van (1993). Marketing Management Support Systems: Evolution, Adoption and Effectiveness. In J.F. Boss & @ et al (Eds.), ESOMAR/EMAC/AFM Symposium on 'Information Based Decision Making in Marketing: Reconciling the Needs and Interests of Decision Makers, Data Collectors and Data Providers', Paris, 17-19 November, 1993 (pp. 1-20). Amsterdam: ESOMAR.
  • Kluytmans, J.C.H.W., Wierenga, B. & Spigt, M.H. (1993). Developing a Neural Network for Selection of Sales Promotion Instruments in Different Marketing Situations. In R.S. Freeman (Ed.), Proceedings of the Second International Conference on Artificial Intelligence Applications on Wall Street: Tactical and Strategic Computing Technologies: April 19-22, 1993, New York City (pp. 160-164). New York: Software Engineering Press.
  • Wierenga, B. & Oude Ophuis, P.A.M. (1993). Marketing Decision Support Systems: adoption, use and satisfaction. In J. Chias & J. Sureda (Eds.), Marketing for the New Europe: Dealing with Complexity: Proceedings of the 22nd EMAC Conference of the European Marketing Academy, Barcelona (pp. 1547-1573). Barcelona: ESADE.
  • Wierenga, B. & Waarts, E. (1993). Tachtig jaar marketing: 1913-1993. In H. van Driel (Ed.), Ontwikkeling van bedrijfskundig denken en doen: een Rotterdams perspectief (pp. 195-216). Delft: Eburon.
  • Wierenga, B. & Dutta, S. (1992). A Knowledge Based System for Supporting a Brand Manager. In F. Maffioli & J.D. Elzinga (Eds.), Euro XII - TIMS XXXI Joint International Conference, Helsinki June 29 - July 1, 1992: Abstracts of Presentations (pp. 92). Helsinki: TIMS.
  • Wierenga, B. (1992). Knowledge Based Systems in Marketing: Purpose, Performance, and Perspectives. In K.G. Grunert & D. Fuglede (Eds.), Marketing for Europe - Marketing for the Future: Proceedings of the 21st Annual Conference of the European Marketing Academy, May 26-29, Aarhus, Denmark (pp. 1197-1217). Aarhus: Aarhus School of Business.
  • Wierenga, B. (1992). Profile of the First Generation of Marketing Expert Systems. In W. et al. Bühler (Ed.), Papers of the 19th Annual Meeting 1990 of the Deutsche Gesellschaft für Operations Research (pp. 376-383). Berlin: Springer Verlag.
  • Wierenga, B., Dalebout, A.C. & Dutta, S. (1992). Brandframe: a Knowlegde Based System for the Brand Manager. In M.D. Uncles & G. Goodhardt (Eds.), Marketing Science Conference, London 12-15 July 1992: Abstracts of Presentations (pp. GT2 2). London: TIMS.
  • Wierenga, B., Huizingh, K.R.E. & Oude Ophuis, P.A.M. (1992). Adoption and use of marketing decision support systems. In M.D. Uncles & G. Goodhardt (Eds.), Marketing Science Conference, London 12-15 July, 1992: Abstracts of Presentations (pp. GM5 2). London: TIMS.
  • Wierenga, B., Oude Ophuis, P.A.M., Huizingh, K.R.E. & Campen, P.A.F.M. van (1991). Hierarchical scaling of marketing decision support systems. In @ @ (Ed.), Proceedings 21th European Marketing Academy Conference (pp. 90-107). @: @.
  • Althuizen, N.A.P., Reichel, A. & Wierenga, B. (2013). The harmful neglect of decision support systems. RSM Insight, 15(3), 18-19.
  • Lans, R.J.A. van der, Bruggen, G.H. van, Eliashberg, J. & Wierenga, B. (2012). Seeding a Message to Harvest Reach, Predicting and Optimizing the Spread of Electronic Word-of-Mouth. GfK Marketing Intelligence Review, 4(1), 32-41.
  • Van der Lans, R., Van Bruggen, G.H., Eliashberg, J. & Wierenga, B. (2012). Seeding a Message to Harvest Reach: Predicting and Optimizing the Spread of Electronic Word-of-Mouth.
  • Wierenga, B. (2012). Understanding marketing decision making. RSM Insight, 11(3), 12-14.
  • Wierenga, B. (2011). How do marketing managers make decisions? A call for action The EMAC Chronicle No 9 May 2011p 7-8.
  • Lans, R.J.A. van der, Bruggen, G.H. van, Eliashberg, J. & Wierenga, B. (2010). Viral Marketing Can Be a Safe Bet. RSM Insight, 3(2), 12-14.
  • Van Strien, A. & Wierenga, B. (2009). Bezuinigen door consumenten tijdens de recessie. Economisch-Statistische Berichten, 94(4537), 726-729.
  • Althuizen, N.A.P. & Wierenga, B. (2004). Designing Sales Promotion Campaigns with Case-Based Reasoning: Do Case-Base Size and Content Matter? In Stefan Stremersch (Ed.), Abstracts of the 26th Marketing Science Conference. Rotterdam, The Netherlands: INFORMS.
  • Althuizen, N.A.P. & Wierenga, B. (2004). Designing Sales Promotion Campaigns with Case-based Reasoning: Are more cases better, and should they come from the same problem domain? In Jose L. Munuera-Aleman (Ed.), Worldwide Marketing? Proceedings of the 33rd EMAC Conference. Murcia, Spain: University of Murcia, Spain.
  • Althuizen, N.A.P. & Wierenga, B. (2003). The Effectiveness of Case-Based Reasoning for Supporting Sales Promotion Decisions. In Michael Saren & Alan Wilson (Eds.), Marketing: Responsible and Relevant? Proceedings of the 32nd EMAC Conference. Glasgow, Scotland: University of Strathclyde.
  • Smit, W., Bruggen, G.H. van & Wierenga, B. (2003). Stapsgewijs naar meer Openheid in TradeMarketing (Step-by-step more openness in TradeMarketing): Preliminary Results from a Survey among Retail Buyers. In 4de Nationale TradeMarketing Euroforum Congres. Eindhoven: Euroforum.
  • Althuizen, N.A.P. & Wierenga, B. (2003). Case-Based Reasoning as a Support Technology for Designing Sales Promotion Campaigns. In Brian Ratchford & Roland Rust, Venky Shankar (Eds.), Abstracts of the 25th Marketing Science Conference. Maryland, USA: INFORMS.
  • Rekom, J. van & Wierenga, B. (2001). How hierarchical are means-end hierarchies? An inquiry into the symmetry of means-end relations. In O. Heil (Ed.), Proceedings Marketing Science Conference, Marketing Science: A two-way street linking theory and practice, Wiesbaden, Germany, July 5-8. Wiesbaden, Germany.
  • Leenders, M.A.A.M. & Wierenga, B. (1999). How and when the marketing - R&D interface affects the new product performance of companies. (Management Report Series 38). : .
  • Wierenga, B. (1996). Concurreren om de toekomst in de agrifoodsector. Cooperatie, 58(547), 12-13.
  • Riel, C.B.M. van, Wierenga, B. & Adema, R.L.A. (1995). Critical Success Factors in Management of Corporate Communication Campaigns: an Empirical Study. (Management Report Series 223). : .
  • Nijssen, E.J., Wierenga, B. & Wind, J. (1995). Innovativeness as determinant of firms' financial performance: the view of the financial analyst. Rotterdam: RIBES.
  • Jong, C.M. de, Huizingh, K.R.E., Oude Ophuis, P.A.M. & Wierenga, B. (1995). Marketing Decision Support Systemen in Nederland. Tijdschrift voor Marketing, 29(12), 14-17.
  • Hollander, L.P. den & Wierenga, B. (1995). Klantgericht denken en doen. In M. Ebbinge (Ed.), Checklisten Algemeen management (pp. A.4.4.-01-A.4.4.-16). Deventer: Kluwer Bedrijfswetenschappen.
  • Dutta, S., Wierenga, B. & Dalebout, A.C. (1994). An Integrated Perspective on Designing Management Support Systems. (INSEAD Working Paper 94/29/TM/T). Fontainebleau: INSEAD.
  • Wierenga, B. & Oude Ophuis, P.A.M. (1994). Marketing Decision Support Systems: Adoption, Sophistication, Use and Satisfaction. (Management Report Series 181). : .
  • Bruggen, G.H. van, Smidts, A. & Wierenga, B. (1994). The Impact of the Quality of a Marketing Decision Support System an Experimental Study. (Management ReportSeries 196). : .
  • Hollander, L.P. den & Wierenga, B. (1994). Klantgericht denken en doen. Tijdschrift voor Marketing, 28(10), 47-51.
  • Bruggen, G.H. van, Smidts, A. & Wierenga, B. (1994). The Effectiveness of Marketing Decision Support Systems and the Mediating Role of Experience, Cognitive Style, and Time-pressure. (Management Report Series 179). : .
  • Bruggen, G.H. van, Smidts, A. & Wierenga, B. (1994). Effectiviteit van marketing management support systemen. Tijdschrift voor Marketing, 28(5), 66-69.
  • Riel, C.B.M. van, Adema, R.L.A. & Wierenga, B. (1993). Increasing Communication Success by Efficient Management in Corporate Communication. (Department Report). : .
  • Hart, H.W.C. van der, Leeflang, P.S.H. & Wierenga, B. (1993). Marketing interfaces: voorwoord special. Bedrijfskunde, 65(2), 117-119.
  • Pruyn, A.Th.H., Wierenga, B. & Rijk, J.J.D. (1993). Afnemersgedrag. In E. Waarts et al. (Ed.), NIMA marketing lexicon: begrippen en omschrijvingen (pp. 41-98). Groningen: Wolters-Noordhoff.
  • Campen, P.A.F.M. van, Huizingh, K.R.E., Oude Ophuis, P.A.M. & Wierenga, B. (1992). Marketing decision support systemen in Nederlandse bedrijven: voorwaarden voor implementatie. Tijdschrift voor Marketing, 26(5), 28-38.
  • Wierenga, B. (1992). Knowledge Based Systems in Marketing: Purpose, Performance, Perceptions and Perspectives. (Management Report Series 112). : .
  • Wierenga, B. & Bruggen, G.H. van (1992). Marketing management support systemen: gebruik en effectiviteit (II). Tijdschrift voor Marketing, 26(5), 54-61.
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  • Wierenga, B. & Waarts, E. (1991). Empirical Validity Test of the Defender Model. (Management Report Series 84). : .
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  • Wierenga, B. (1991). @ [Bespreking van het boek Modelling for markets: applications of advanced models and methods for data analysis]. .
2010
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Address

Visiting address

Office: T10-19
Burgemeester Oudlaan 50
3062 PA Rotterdam

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Postbus 1738
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Latest publication

Tzioti, S.C., Wierenga, B. & Osselaer, S.M.J. van (2014). The effect of intuitive advice justification on advice taking. Journal of Behavioral Decision Making, 27(1), 66-77.[go to publisher's site]