Martin Eisend

Martin Eisend (born September 14, 1968, in Auerbach in der Oberpfalz, Bavaria, Germany) is a German marketing professor at the European University Viadrina in Frankfurt (Oder).

Biography Eisend studied communication science and business administration at the Free University of Berlin and the Fernuniversität Hagen from 1994 to 2000. After completing his master's degree, he worked as a research assistant at the Chair of Marketing, headed by Alfred Kuss, at the Free University of Berlin from 2000 to 2004. He received his doctorate in 2003. 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 in New York City 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 in Sydney and at the Vienna University of Economics and Business in 2016. Since 2017, he is heading the Center for Market Communications. He has been President of the European Advertising Academy since 2018.

Research Martin Eisend's research focuses on consumer behavior 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 and epistemological works on the application and development of this method as well as on the scientific methodology in marketing in general.

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