Fotograaf: Umut Konus

dhr. dr. U. (Umut) Konus

  • Faculteit Economie en Bedrijfskunde
    Sectie Intern. Strategy and Marketing
  • Bezoekadres
    REC M
    Plantage Muidergracht 12  Kamernummer: M2.05
  • Postadres:
    Postbus  15953
    1001 NL  Amsterdam
    T: 0205255059


Associate Professor of Marketing

Research interests

Marketing Analytics, Modeling, Multichannel Management, Attibution, Path-to-Purchase, Customer Journeys, Customer Experience, E-Marketing, Mobile Marketing, Social Media Marketing, Customer Relationship Management

Dissertation title

Essays on Multichannel Customer Managament (2010) University of Groningen

Prizes and honours

European Academic Award for Best PhD Thesis in e-marketing, crosschannel and innovation in distance selling: (by ESC & La Poste France), October 2010

Best Paper in Media Research and Planning. ANZMAC – Austrailan & New Zealand Marketing Academy, 2012

Finalist, ISMS - Marketing Science Institute  Practice Prize Competition, 2011-2012.

International ties

Associate Editor: Business Research Quarterly

Reviewer: Journal of Retailing, Journal of Interactive Marketing, International Journal of Research in Marketing,  Journal of Service Research, Journal of Service Management, Journal of the Operational Research Society, EMAC (European Marketing Academy) Conference

Curriculum Vitae

Teaching activities

Current year

Digital Marketing and Analytics

Quantitative Marketing

Previous years

Management Research Methods II

Theories of Marketing

Master Thesis Proposal (Marketing Track)

Marketing Strategy

International Marketing (RuG)

Multivariate Data Analysis (RuG)

New Media, Entrepreneurship and Innovation (TU/e)

New Product Development Processes (TU/e)


“Customer Channel Migration and Firm Choice: The Effects of Cross-Channel Competition”, (2017) Li, Jing; Umut Konuş, Fred Langerak and Matthieu Weggeman. International Journal of Electronic Commerce. 21 (1), 8-42  


“The Hare and the Tortoise: Are Early Adopters of Online Channel Really More Profitable?”, Li, Jing, Umut Konuş, Koen Pauwels and Fred Langerak (2015) Journal of Retailing, 91 (2), 289-308.


“Multichannel Customer Segmentation: Does the After-Sales Channel Matter?: A Replication and Extension”, De Keyzer, Arne, Jeroen Schepers and Umut Konuş, (2015), International Journal of Research in Marketing, (4) 453-456.


“Customer Responses to Channel Migration Strategies Toward the E-channel”, Debra Trampe, Umut Konuş and Peter C. Verhoef (2014), Journal of Interactive Marketing, 28 (4), 257-270


“The Effect of Search Channel Elimination on Purchase Incidence, Order Size and Channel Choice”, Konuş, Umut; Peter C. Verhoef and Scott A. Neslin (2014) International Journal of Research in Marketing, 31 (1), 49-64


“Better Customer Insight – In Real Time”, MacDonald, Emma; Hugh Wilson and, Umut Konuş. (2012) Harvard Business Review (global edition), September, 102-108.


“Multichannel Shopper Segments and Their Antecedents”, Konuş, Umut; Peter C. Verhoef and Scott A. Neslin. (2008) Journal of Retailing, 84(4), 398-413


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