Blick in das LC Gebäude

Institute for Marketing ManagementRSS

"The purpose of the business is to create and keep a customer" (Peter Drucker). Yet how does one win and retain customers? We at the Institute of Marketing Management enthusiastically confront these and other similar questions every day. In both our research and teaching, we seek to achieve an optimal balance between academic rigor and relevance and proactively pursue exchange and collaboration with the foremost marketing experts and practitioners.

Our goal is to generate cuttinge-edge marketing knowledge of the highest standards and convey it in the lecture hall in an engaging manner.

Research in Pictures

University knowledge inside: How and when university-industry collaborations make new products more attractive to consumers. Journal of Marketing88 (2), 1-20, 2024 (L. Maier, M. Schreier, C. V. Baccarella, and K.-I. Voigt) (Link)

News

Sarah Gelper

Research Talk by Sarah Gelper, University of Luxemburg (LU)

As our latest guest for our Research Seminar Series we welcomed Sarah Gelper from the University of Luxemburg. She shared her recent work on temporary loyalty programs in retail. Many supermarket…

L. J. Shrum

Research Talk by L. J. Shrum, HEC Paris (FR)

Keeping Up with the Joneses? Not So Much for Consumers Who Move Around a Lot Our most recent guest, Professor L. J. Shrum started off this semester’s research seminar series. Known for his research…

Slide DREI

Kick-Off im Projektseminar mit Hutchison DREI Österreich

Erfolgreicher Kick-Off des Projektseminars mit einem der drei großen Mobilfunkanbieter: Hutchison Drei Österreich. Am Montag gab es ein persönliches Briefing mit dem Marketingteam für den Bereich…

SBWL Class SS2024

Welcome to our marketing specialization! (SBWL)

We warmly welcome the class of SS 2024 and look forward to spending the next two exciting semesters together!

Comic Paper

University Knowledge Inside! New Top-Publication in the Journal of Marketing

Firms frequently collaborate with universities to access novel scientific knowledge and technological expertise with an aim to develop superior new products. While previous research has highlighted…

Logo RedBull Mobile

Marketing für ein Roamingprodukt von A1/RedBull Mobile

Wem ist es noch nicht passiert, dass man bei einer Reise außerhalb der EU oder sogar nach England oder in die Schweiz in die Roaming-Fall tappt und vor allem für die Datennutzung am Handy ordentliche…