York University, 4700 Keele Street, Toronto, Canada
Markus Giesler draws on concepts from economics, technology studies, and sociology to inform his research in marketing. He determines how ideas and things (products, services, experiences, technological innovations, intellectual property, brands, etc.) are made valuable over time, with research focused on improving marketing strategy through an understanding of markets as evolving social systems. Giesler's research has been supported by the Social Sciences and Humanities Research Council of Canada (SSHRC) and the European Research Council (ERC) and published in top-tier academic journals such as the Journal of Consumer Research and the Journal of Marketing. Giesler has an extensive entertainment industry background. He founded his own record label at age 17 and has worked in various production and marketing responsibilities for over a decade. He lives in Toronto, Canada.
I am an associate professor of marketing at the Schulich School of Business at York University. Building on a strong foundation in sociological theories and methods, I investigate the role of culture in the design of markets and the customer experience. I also help companies connect with consumers through the Big Design Lab, a research-based think tank. Please join my mailing list here.