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

holiday

Happy holidays!

We wish you happy holidays and a relaxing break. Enjoy the holidays and recharge your batteries for the coming year.

group picture with Dieter Scharitzer

Was bringt Loyalty zu Weihnachten?

Die Kosten steigen und die Menschen werden preissensibler. Für die Händler ist es nicht zuletzt deshalb wichtig, eine funktionierende Beziehung mit den Kunden aufrechtzuerhalten oder diese…

Barbara Enzinger

Praxisfall B2B-Marketing – die Fallstudie „Wienerberger“ mit Mag. Barbara Enzinger

Schon in bewährter Weise konnten wir als Praxisreferentin in der LV Kurs 4 „Marketing Across Industries“ Frau Mag. Barbara Enzinger begrüßen, die uns spannende Einblicke in Herausforderungen im…

Xiao Liu

Research Talk by Xiao Liu, New York University (US)

At the latest research seminar hosted by WU's marketing department, Xiao Liu from New York University captivated the audience with a thought-provoking presentation on "The Impact of Sustainability…

Sandro Ottobrini

“Purposeful Growth” bei Henkel: Do you dare to make an impact?

Am 18. November 2024 war Sandro Ottobrini, Brand Manager, Henkel Consumer Brands in der letzten Einheit des Kurses Product Management I unserer Speziellen Marketing zu Gast. Im ersten Teil des…

Gerald Häubl

Research Talk by Gerald Häubl, University of Alberta (CA)

In November 2024, we had the pleasure of hosting Gerald Häubl from the University of Alberta (CA), who presented his recent working paper at our brown bag seminar. His research delves into the…