dr. K.J. (Karel Jan) Alsem

Karel Jan Alsem has a MScBA (1981) and a Phd in Marketing (1991) from the University of Groningen. From 1981 to 1985 he was employed at the SEO, Foundation of Economic Research of the University of Amsterdam. Since then he is working at the Department of Marketing, Faculty of Economics, University of Groningen, currently as Lecturer in Marketing. Since 2012 he is doing this for one day in a week, and for the other part he is Professor of Applied Sciences ('Lector') in Marketing at the Hanze University of Applied Sciences (see www.marklinq.nl).

His main research interests concern brand management, health care marketing, destination branding and sustainable consumer behavior. His papers have appeared in amongst others the International Journal of Research in Marketing, International Journal of Forecasting, the Journal of Market Focused Management and Applied Economics.

In 1993 he published a (Dutch) monograph on Strategic Marketing Planning, widely used in business schools and now in its 9th edition (2023). In 2018 an international version is published by Routledge, entitled Applied Strategic Marketing, while the 2nd international edition is forthcoming november 2023. He is also author of a price winning Dutch book about Brand Positioning. Also of this book, Routledge published an international version, in 2019.

As branding expert Dr Alsem is regularly asked for interviews and advice on branding and positioning issues (see also http://www.alsemstrategie.nl/).