dr. Yuri Peers

Associate Professor, School of Business and Economics, Marketing

Personal information

I am an Asssociate Professor of Marketing. I obtained my master in Econometrics (major Quantitative Marketing) at Erasmus University Rotterdam. In 2011 I completed here his PhD titled "Econometric Advances in Diffusion Models". After this PhD I started a two year post-doctoral position at the Waikato University in New Zealand. During this time as post-doc I worked on several projects that look into the dynamics of tourism to New Zealand, especially the impact of the economic business cycle on demand and marketing effectiveness.

In 2013 I came back to the Netherlands, first at the Erasmus University in Rotterdam, and after five years in Rotterdam I started 2018 at the Vrije Universiteit in Amsterdam. Here I continue to work on projects on a wide variety of marketing topics (e.g., Entertainment, Immersion, Cause Marketing). The common denominator in my research are the dynamic modeling approaches, and subtantively more an more of my research caters to marketing with purpose.

Research

My research interests are in the combination of marketing and applied econometrics. In particular, I like to answer current substantive problems in marketing with econometric models. I worked on a wide range of problems, such as new product diffusion, tourism, and entertainment marketing. The advanced econometric models, often with a focus on dynamic models, are the common denominator throughout all these projects. In my recent reseach I focus more and more on marketing with purpose, such as cause marketing, the dark side of immersion, and reducing returns in e-commerce.

My work is published in Marketing Science, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Operations Management, and Journal of Service Research and I received a Marie-Curie fellowship grant for doing research on the marketing and demand spillover effects of pharmaceutical withdrawals.

Teaching

I currently I teach several courses at the master level, both in the full time program and executive program of marketing. Here I teach both substantive topics (e.g., Digital Marketing and Technology for Commerce and Business Marketing) as well as methods courses (e.g., Modeling Marketing Data, a modeling course I developed myself, and Advanced Research Design).

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