Main research areas

The Department of Marketing focuses on the following research areas:

Professorship Business-to-Consumer Markets

  • Customer Relationship Management
  • Retail management and service management
  • Buyer behavior research
  • Private label research
  • Attachment Theory
  • Subscription Models (Subscriptions)

 

Professorship Business-to-Business Markets

  • Business-to-Business Management
  • Customer orientation of employees and companies
  • Strategy implementation
  • sales management
  • Personal selling
Depiction of a human head with threads on a board. Symbolizes research in the field of marketing and consumption {f:if(condition: 'stock.adobe.com/pogonici', then: '©stock.adobe.com/pogonici')}
©stock.adobe.com/pogonici
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Professorship Marketing and Business Analytics

  • Maturity of digital transformation, management of brands via digital and traditional channels
  • Marketing with and for disruptive technologies (AI/ML, blockchain, AR/VR)
  • Marketing & business analytics for the digital differentiation of brands
  • Management of brands across national borders
  • Management of brands across different product categories within a country (e.g. brand portfolio management, corporate branding, brand hierarchies/brand architecture)
  • Brand management in heterogeneous target groups within a country (e.g. multi-cultural/ethnic marketing; brand management for B2B and B2C target groups)

 

Professorship Marketing and Digitalization

  • Marketing and digitalization: in particular the digitalization of buyer-seller interfaces, Internet of things and the impact of digitalization on business models
  • Service marketing: in particular business services, digitalization and service transformation, service contract design and service theory.
  • Entrepreneurial marketing: in particular marketing and business models, services, entrepreneurship ecosystems.
  • Philosophy of science: in particular implications for the study of business ecosystems and research methodology in marketing, services and entrepreneurship research.
See our publications