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Marcel Corstjens

Unilever Chaired Professor of Marketing



Marcel is Emeritus Unilever Chaired Professor of Marketing at INSEAD, an international business school located in Fontainebleau, France. After his studies in Belgium, Marcel received his PhD from the University of California, Berkeley, where his doctoral dissertation won 1st prize from the American Marketing Association. He taught at Berkeley before joining INSEAD in 1978, and has since also been visiting professor at Cornell ,Stanford and CEIBS.

Marcel has developed his research and consulting activities in business strategy and marketing strategy with a particular focus on innovation, customer insight and distribution channels. He has authored 2 book on the pharma industry ‘Marketing Strategies in the PharmaceuticalIndustry’ and ‘Good Pharma’. He has co-authored ‘Storewars: The Battle forMindspace and Shelf Space’on strategies in the consumer goods industry. Recently he published a second book on the FMCG industry : ‘Penetration: the new Battle for Mind Space and Shelf Space’. His consulting activities centre on marketing and channel strategies in a wide variety of industries and companies, including Novartis, Roche, Merck, Unilever, Heineken, Cadbury Schweppes, P&G, Pepsico, Metro, Europcar, Samsung, Philips and others.

Marcel has been an non-executive director of Jeronimo Martins (a Portuguese retailer) and a member of the advisory board of NIBC (a Dutch Bank) and TrueCapital ( a retail investment firm).




How can today’s marketer make the right marketing & media choices if there is little neutral information or research available in the market? Which media are still efficient today? And is efficiency about reach or trust, or both? Learn tips & tricks on how to make the right decision for your target group & brands.