Martin Eisend (born September 14, 1968, in

Auerbach in der Oberpfalz Auerbach in der Oberpfalz () is a town in the Amberg-Sulzbach district, Bavaria, Germany. It is located 45 km northeast of Nuremberg. In the subdivision Michelfeld there was a Michelfeld Abbey, Benedictine monastery which is now a nursing hom ...

Bavaria Bavaria ( ; ), officially the Free State of Bavaria (german: Freistaat Bayern, link=no ), is a state in the south-east of Germany. With an area of , Bavaria is the largest German state by land area, comprising roughly a fifth of the total lan ...

Germany Germany,, officially the Federal Republic of Germany, is a country in Central Europe. It is the second most populous country in Europe after Russia, and the most populous member state of the European Union. Germany is situated betwe ...

) is a German chaired professor of

marketing Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...

at the

European University Viadrina European University Viadrina Frankfurt (Oder) (german: Europa-Universität Viadrina Frankfurt (Oder)) is a university located at Frankfurt (Oder) in Brandenburg, Germany. It is also known as the University of Frankfurt (Oder). The city is on the ...

Frankfurt (Oder) Frankfurt (Oder), also known as Frankfurt an der Oder (), is a city in the German state of Brandenburg. It has around 57,000 inhabitants, is one of the easternmost cities in Germany, the fourth-largest city in Brandenburg, and the largest German ...

, Germany.

Biography

Martin Eisend studied

communication science Communication studies or communication science is an academic discipline that deals with processes of human communication and behavior, patterns of communication in interpersonal relationships, social interactions and communication in different ...

and

business administration Business administration, also known as business management, is the administration of a commercial enterprise. It includes all aspects of overseeing and supervising the business operations of an organization. From the point of view of management ...

at the

Free University of Berlin The Free University of Berlin (, often abbreviated as FU Berlin or simply FU) is a public research university in Berlin, Germany. It is consistently ranked among Germany's best universities, with particular strengths in political science and t ...

and the

Fernuniversität Hagen The University of Hagen (german: link=no, FernUniversität in Hagen, informally often referred to as FU Hagen) is a public research university that is primarily focused on distance teaching. While its main campus is located in Hagen, North Rh ...

from 1994 to 2000. After completing his master's degree, he worked from 2000 to 2004 as a research assistant at Professor Alfred Kuss's chair for marketing at the Free University of Berlin. In 2003, he received his doctorate. From 2004 to 2007, he was junior professor for marketing, especially market communication, at the Free University of Berlin. In 2007, he has been offered the chair for marketing at the European University Viadrina, where he has been working since then. From 2014 to 2018, he was Study Dean of the Faculty of Business and Economics and since 2019, he has been vice president for Research, Graduate Education, and Knowledge Transfer at the European University Viadrina. He held guest professorships and research stays at

Columbia University Columbia University (also known as Columbia, and officially as Columbia University in the City of New York) is a private research university in New York City. Established in 1754 as King's College on the grounds of Trinity Church in Manhatt ...

New York City New York, often called New York City or NYC, is the List of United States cities by population, most populous city in the United States. With a 2020 population of 8,804,190 distributed over , New York City is also the L ...

in 2006; at Antwerp University in 2011; at the Amsterdam School of Communication Research (ASCOR) at the University of Amsterdam in 2015; at

Macquarie University Macquarie University ( ) is a public research university based in Sydney, Australia, in the suburb of Macquarie Park. Founded in 1964 by the New South Wales Government, it was the third university to be established in the metropolitan area of S ...

Sydney Sydney ( ) is the capital city of the state of New South Wales, and the most populous city in both Australia and Oceania. Located on Australia's east coast, the metropolis surrounds Sydney Harbour and extends about towards the Blue Mountain ...

and at the Vienna University of Economics and Business in 2016.pdf: Since 2017, he is heading the Center for Market Communications. He has been President of the European Advertising Academy since 2018. Martin Eisend lives in Berlin with his husband and two children.

Research

Martin Eisend's research focuses on

consumer behavior Consumer behavior is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behaviour consists of how the consumer's emotions, attitudes, and pr ...

and marketing communication. Other work explains the effect of specific marketing communication techniques, such as the use of humor, creativity, advertising repetitions, or negative information in advertising. His work involves the application of meta-analyses and he has written some

methodological In its most common sense, methodology is the study of research methods. However, the term can also refer to the methods themselves or to the philosophical discussion of associated background assumptions. A method is a structured procedure for bri ...

and

epistemological Epistemology (; ), or the theory of knowledge, is the branch of philosophy concerned with knowledge. Epistemology is considered a major subfield of philosophy, along with other major subfields such as ethics, logic, and metaphysics. Episte ...

works on the application and development of this method as well as on the scientific methodology in marketing in general.

Recognition

In the ranking of the German newspaper

Wirtschaftswoche ''Wirtschaftswoche'' is a German weekly business news magazine published in Germany. “Wirtschaft” means economy (including business) and “Woche” is week. History and profile For many years, ''Wirtschaftswoche'' was published weekly on ...

in 2020, which analyzes the research performance of more than 3000 researchers in business administration in Germany,

Austria Austria, , bar, Östareich officially the Republic of Austria, is a country in the southern part of Central Europe, lying in the Eastern Alps. It is a federation of nine states, one of which is the capital, Vienna, the most populous ...

and

Switzerland ). Swiss law does not designate a ''capital'' as such, but the federal parliament and government are installed in Bern, while other federal institutions, such as the federal courts, are in other cities (Bellinzona, Lausanne, Luzern, Neuchâtel ...

based on the quality of their publications, he placed 13th place for current research performance and 19th place for career performance.

Publications (selection)

Journal publications

* * * * * * * * * * * * * *

Books

* Eisend, Martin & Alfred Kuß (2021), ''Grundlagen empirischer Forschung. Zur Methodologie der Betriebswirtschaftslehre'', 2. Aufl., Wiesbaden: Springer-Gabler. ISBN 978-3-658-32889-4 * Eisend, Martin (2020), ''Metaanalyse'', 2. Aufl., München: Rainer Hampp. ISBN 978-3-95710-267-6 * Eisend, Martin & Alfred Kuss (2019), ''Research Methodology in Marketing. Theory Development, Empirical Approaches and Philosophy of Science Considerations'', Cham: Springer Na-ture. ISBN 978-3-030-10794-9

References

{{DEFAULTSORT:Eisend, Martin 1968 births Living people Academic staff of European University Viadrina Free University of Berlin alumni University of Hagen alumni Marketing theorists