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Markus Giesler

I Study Marketing as a Sociological Design Process

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Hi, I’m Markus Giesler, a marketing professor at the Schulich School of Business. I analyze big sociological data sets to understand the influence of complex, multi-actor market, brand, retail, technology, and political systems on the consumer experience. This is my research website.

Read All About it
 

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Most people think that the sharing economy is all about convenience and the power of networked technology. But the biggest success factor for sharing companies does not emanate from technology, but from managing of social expectations around it.
— How to Design a Sharing Market
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When it comes to solving some our time’s most vexing problems, world leaders argue we can all make a difference with the things we buy. But how do political institutions influence consumer perceptions of responsibility? To find out, Ela Veresiu and I studied the World Economic Forum.
— Creating the Responsible Consumer

The Secret to Bird FEeding - And Innovation Success (TEDx)

 

In this talk, I recall a simple yet eye-opening bird-feeding experiment to suggest a much-needed shift in our marketing thinking: From designing better breadcrumbs to designing better markets - markets that create value for all involved stakeholders.

 

Student Resources

DOCTORAL STUDENT RESEARCH

DOCTORAL STUDENT RESEARCH

MKTG 6800: CUSTOMER EXPERIENCE DESIGN

MKTG 6800: CUSTOMER EXPERIENCE DESIGN