Our Vision and Mission

AiMark is the center for Advanced International Marketing Knowledge. It is a non-profit cooperation between the academic and business world. The activities of AiMark Institute are coordinated at University of Tilburg (for Europe) and UNC-Chapel Hill (for USA) headed by Prof. Jan-Benedict E.M. Steenkamp working in cooperation with a global community of leading academics and fuelled by the massive consumer databases of Europanel and its partners GfK, Kantar Worldpanel and IRIWorldwide.

We have set up AiMark:
‘driven by the mutual vision that the long-term driver for business success is in-depth knowledge of the consumer (local and international), the continuous incorporation of the knowledge into the business and translation into innovative strategy and tactics.

AiMark’s mission is, therefore, to become World Leader in FMCG Consumer and Market Knowledge through academic excellence, expert data practice and huge international benchmark databases.

AiMark initiates and supports academic research programs. We are able to do this with our access to unique Global / European marketing and consumer insights and data which drives the development–and practical translation–of leading-edge marketing knowledge on topics of importance to FMCG industry.
By sharing the knowledge and partnering with Company Members, we are committed to help top management (CEO, CFO, Executive Directors): make better assessments of marketing contributions (ROI); increase the company’s competitive performance (market leadership); and make significant contributions to mid- and long-term profitability (shareholder value).

Prof. Jan-Benedict E.M. Steenkamp
Executive Director AiMark

Prof. Dr. Raimund Wildner
Chairman AiMark / Vice President i.c. Managing Director GfK Verein