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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

students cooperation with IKARUS Security Software

Real Life Marketing Project: Cooperation with IKARUS Security Software - successfully accomplished

Partner in this winter term was the tech-company IKARUS Security Software. IKARUS Security Software is one of the pioneers in cyber security. Located in Vienna, IKARUS develops tailored security…

Project seminar NÖ Werbung

Erfolgreicher Abschluss der Kooperation mit der NÖ Werbung im Projektseminar

Die Niederösterreich Werbung ist die offizielle Tourismus- und Marketingorganisation des Bundeslandes Niederösterreich. Ihre zentrale Aufgabe ist es, Niederösterreich als attraktives Ausflugs- und…

[Translate to English:] Studis_gehend_zwischen_D4__c__WU_Raimo_Rudi_Rumpler

Level Up Your Marketing Career: Apply for WU’s Master’s Program by March 8th!

Would you like to continue studying marketing after completing your bachelor’s degree? The Master’s Program in Marketing at WU is your opportunity to dive deep into the fascinating world of strategic…

Students

Abschlusspräsentation des Kurses Marketing Consulting Projekt

Strategien zur Nutzung von KI im Marketing bei Burger King Österreich: Chancen, Herausforderungen und innovative Ansätze

Shai Danziger

Research Talk by Shai Danziger, Tel Aviv University (IL)

As our latest guest for our Research Seminar Series, we welcomed Shai Danziger from Tel Aviv University. He shared his recent work on ESG Investing and Charitable Giving Dynamics in Financial Markets.…

SBWL Marketing

Großes Interesse an der SBWL Marketing

Am Di., 14. Jänner 2025, 10:00 bis 12:00 Uhr präsentierten wir unsere SBWL Marketing bei der diesjährigen ÖH-Messe. Wir bedanken uns beim Organisationsteam der ÖH für die großartige Initiative. Das…