ammarktg

Department of Marketing

Anne
Martensen
Professor with special responsibilities


Room: SOL/C3.17
Tel:
+4538152118
E-mail: am.marktg@cbs.dk
Presentation

Anne Martensen’s main fields of research are consumer behavior, relationship marketing and marketing research methods. She focuses on how to build, strengthen and manage consumer relationships to optimize the customers’ brand experiences and the company’s market and financial performance. Her most recent research studies Word-of Mouth Communication (online and offline), Customer Experience Management (CEM) and Trust. The outcome of Anne Martensen’s research is often specific models and measurement instruments that can be implemented and used by business society and NGO’s in their effort to create growth and business results.

Anne Martensen is the founder of Dansk Kunde Index, which is part of the European Customer Satisfaction Index (ECSI)/ European Performance Satisfaction Index (EPSI).

Anne Martensen's articles have more than 2,900 citations.

Most Read Article Award, 2014 and 2015. The article “The relationship between customer satisfaction and loyalty: cross-industry differences” (by Lars Grønholdt, Anne Martensen and Kai Kristensen), Total Quality Management, Vol. 11, No. 4-6, 2000, p. S509-S514, is awarded as the most read article in the journal from publication date based on full-text and pdf views.

Primary research areas
  • Consumer behavior
  • Relationship marketing and management
  • Customer experience management
  • Brand management
  • Marketing research methods and models
Links
Link to this homepage
www.cbs.dk/en/staff/ammarktg
Courses
  • Marketing Research (MSc, cand.merc.) (also course coordinator)
  • Relationship Marketing (MSc, cand.merc.) (also course coordinator)
  • Anne Martensen has initiated and developed two MSc programmes anchored at the Department of Marketing: (1) Economics and Marketing (EMF); (2) Marketing Communications Management (MCM) (Now Brand and Communications Management - BCM).
  • MSc (cand. merc.) programme coordinator of the Marketing Communications Management - MCM graduate student 2-year cohort line (Now Brand and Communication Management - BCM). (From 2004-2006). http://www.cbs.dk/uddannelse/kandidatuddannelser/candmerc/marketing/brand-and-communications-management
Supervision

Supervises students from MSc programmes such as EMF, MCM, BCM, SMC and IMM (100+ thesis).

Other teaching activities
  • Member of Master of Science's Study Board
  • Member of merit and dispensation commitee, Master of Science Study Board
  • Best Paper Award (How quality and service drive brand equity). International Conference on Quality and Service Science (ICQSS), Verona, Italy, 2009
Selected publications
  • Martensen, A. & J. Mouritsen. Prioritizing investments in Marketing Activities to Improve Business Performance. Not yet published but submitted to international journal
  • Martensen, A. & J. Mouritsen. HOW AD-TALK AND WORD-OF-MOUTH INFLUENCE CONSUMERS’ RESPONSES. Not yet published but submitted to international journal.
  • Martensen, A. & J. Mouritsen.The Role of Word-of-Mouth Communication and Social Norms in Consumer Decision Making. Not yet published but submitted to international journal.
  • Martensen, Anne & Grønholdt, Lars. “Measuring and managing brand equity: Focus on product and service quality in banking”. International Journal of Quality and Service Sciences, Vol. 2, No. 3, 2010, pp. 300-316.
  • Martensen, Anne & Mouritsen, Jan. Rethinking Marketing – Viden, kernemarketing og markedsudvikling, forskningsrapport, udgivet af DEA, november 2010.
Publications sorted by:
2018
Anne Martensen; Lars Grønholdt; Per Østergaard Jacobsen; Morten Carlsson; Daniel Ravn; Rasmus Kjær; Stig Jørgensen / DXindex18. Digital Customer Experience : Kompetencer, innovation og kundeindsigt er vejen til bedre digitale kundeoplevelser.
Frederiksberg : Copenhagen Business School, CBS 2018, 40 p.
Report
Anne Martensen; Sofia Brockenhuus-Schack; Anastasia Lauritsen Zahid / How Citizen Influencers Persuade Their Followers
In: Journal of Fashion Marketing and Management, Vol. 22, No. 3, 2018, p. 335-353
Journal article > peer review
Lars Grønholdt; Anne Martensen / Linking Employee, Customer, and Business Results : A Study in the Hotel Industry.
In: Proceedings of the 21st QMOD-ICQSS International Conference on Quality and Service Science. ed. /Su Mi Dahlgaard-Park; Jens J. Dahlgaard. Lund : Lund University Press 2018
Article in proceedings > peer review
2017
Anne Martensen; Jan Mouritsen / Prioritising Marketing Activities in Different Types of Marketing Functions
In: Total Quality Management & Business Excellence, Vol. 28, No. 11-12, 2017, p. 1264-1284
Journal article > peer review
Torben Hansen; Lars Grønholdt; Alexander Josiassen; Anne Martensen / Understanding the Interplay Between Consumer Knowledge, Trust and Relationship Satisfaction in Financial Services
Abstract from ICMP 2017 : 19th International Conference on Marketing and Retailing, 2017
Conference abstract for conference > peer review
2016
Anne Martensen; Lars Grønholdt / The Effect of Word-Of-Mouth on Consumer Emotions and Choice : Findings From a Service Industry.
In: International Journal of Quality and Service Sciences, Vol. 8, No. 3, 2016, p. 298-314
Journal article > peer review
Torben Hansen; Lars Grønholdt; Alexander Josiassen; Anne Martensen / The Impact of Consumer Knowledge Bias on Narrow-Scope Trust, Broad-Scope Trust, and Relationship Satisfaction
In: Proceedings of the 15th International Conference Marketing Trends 2016 Madrid. ed. /Jean-Claude Andreani; Umberto Collesei. Paris-Venice : Marketing Trends Association 2016
Article in proceedings > peer review
Lars Grønholdt; Anne Martensen / The Service-profit Chain : An Empirical Analysis in the Hotel Industry.
In: Proceedings of the 15th International Conference Marketing Trends 2016 Madrid. ed. /Jean-Claude Andreani; Umberto Collesei. Paris-Venice : Marketing Trends Association 2016
Article in proceedings > peer review
Torben Hansen; Lars Grønholdt; Anne Martensen; Alexander Josiassen / Trust in Customer Satisfaction Formation : A Study of Retail Banking in Two Markets.
In: Proceedings of the 19th QMOD-ICQSS International Conference on Quality and Service Science. ed. /Su Mi Dahlgaard-Park; Jens J. Dahlgaard. Lund : Lund University Press 2016
Article in proceedings > peer review
Anne Martensen; Jan Mouritsen / Using the Power of Word-Of-Mouth to Leverage the Effect of Marketing Activities on Consumer Responses
In: Total Quality Management & Business Excellence, Vol. 27, No. 7-8, 2016, p. 927-943
Journal article > peer review
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