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New Marketing

At the research group New Marketing, we are convinced that current marketing needs a thorough review. With our research, we develop new marketing practice and, by extension, new marketing education. We call this meaningful marketing.

Meaningful marketing uses substantially different principles about our economy and the role of companies and people within it. Meaningful marketing focuses on the interest of all stakeholders by creating multiple value. Meaningful marketing harms no one. In this approach to marketing, the focus shifts from: the customer as the main stakeholder, to all stakeholders, namely customers, companies, employees, suppliers and society single financial value, to multiple value, namely social, environmental and financial.


Avans Hogeschool

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Kaj Morel

Professor New Marketing

Our researchers

Kaj Morel

Professor New Marketing

Liliane van Suijlen