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Anne Martensen

Associate professor
Anne Martensen

Department of Marketing

Solbjerg Plads 3C, 3. sal
2000 Frederiksberg C
Tel.: +45 3815 2118
Fax:+45 3815 2101
E-mail: am.marktg@cbs.dk



Link to this homepage: uk.cbs.dk/staff/anne_martensen

Affiliated with Center for Marketing Communication - CMC

Primary research areas

  • Measuring and managing customer relations
  • Word of mouth influence on consumer decision making
  • Customer satisfaction and loyalty
  • Market research and marketing modelling
  • Employee-customer-profit chain
  • Employee satisfaction and loyalty
  • Branding and brand management
  • Innovation
  • Children and new media


Administrative functions

Member of the MSc Study Board and its committee of dispensations.
MSc Course Coordinator for: Relationship Marketing, Market Analysis, and Direct Marketing.


Selected publications

  • Martensen, A. & Grønholdt, L. (2009). "The influence of tie strength in word-of-mouth communication: A segmentation approach". Proceedings of the 38th EMAC Conference, Nantes, France, 26-29 May 2009. Nantes, France: Audencia Nantes School of Management and EMAC (European Marketing Academy).
  • Martensen, A. & Grønholdt, L. "Teens as Transmitters of the New Media", in Pelsmacker, Patrick de & Dens, Nathalie (ed.), Advertising Research: Message, Medium and Context (pp. 235-247). Book of best papers from the 7th International Conference on Research in Advertising - ICORIA 2008, Antwerp, Belgium, June 2008. Antwerp, Belgium: Garant Publishers, 2009.
  • Martensen, A., Grønholdt, L., Bendtsen, L. & Jensen, M.J. (2007). "Application of a model for the effectiveness of event marketing". Journal of Advertising Research, Vol. 47, No. 3 (September), pp. 283-301.
  • Martensen, A., Dahlgaard, J.J., Park-Dahlgaard,S.M. & Grønholdt, L. (2007). "Measuring and diagnosing innovation excellence - simple contra advanced approaches: a Danish study". Measuring Business Excellence, Vol. 11, No. 4, pp. 51-65.
  • Grønholdt, L. & Martensen, A. (2006). "Key marketing performance measures". The Marketing Review, Vol. 6, No. 3, pp. 243-252.
  • Martensen, A. & Grønholdt, L. (2006). "Internal marketing: A study of employee loyalty, its determinants and consequences". Innovative Marketing, Vol. 2, No. 4, pp. 92-116.
  • Hansen, F., Martensen, A. & Christensen, S.R. (2005). "Modelling emotional and attitudinal responses as drivers of sponsorship value". International Journal of Sports Marketing and Sponsorship, Vol. 7, No. 1, pp. 75-80.
  • Martensen, A., Grønholdt, L. & Kristensen, K. (2000). "The drivers of customer satisfaction and loyalty: Cross-industry findings from Denmark". Total Quality Management, Vol. 11, No. 4/5/6 (July), pp. 544-553.
  • Grønholdt, L., Martensen, A. & Kristensen, K. (2000). "The relationship between customer satisfaction and loyalty: Cross-industry differences". Total Quality Management, Vol. 11, No. 4/5/6 (July), pp. 509-514.
  • Martensen, A. & Dahlgaard, J.J. (1999). "Strategy and planning for innovation management - a business excellence approach". International Journal of Quality and Reliability Management, Vol. 16, No. 8, pp. 734-755.
  • Martensen, A. & Dahlgaard, J.J. (1999). "Strategy and planning for innovation management - supported by creative and learning organisations". International Journal of Quality and Reliability Management, Vol. 16, No. 9, pp. 878-891.
Full publication list (pdf)



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