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

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…

Christoph Fuchs

Research Talk by Christoph Fuchs, University of Vienna (AT)

Last week, we were pleased to host a thought-provoking talk by Prof. Christoph Fuchs from the University of Vienna, covering an increasingly relevant topic: public reactions to system-level policies,…

Jonathan Hörnig

Tanzquartier Wien (TQW) – A creative space for new narratives and a “better” future

Am 29. Oktober 2024 durften wir Jonathan Hörnig als Guest Speaker in unserem Bachelor-Kurs „Marketing Across Industries“ der Speziellen Marketing begrüßen. Im Kontext der sektoralen Besonderheiten des…

Ryan Dew

Research Talk by Ryan Dew, The Wharton School/UPenn (US)

Ryan Dew from the Wharton School (University of Pennsylvania) recently led an engaging session at the WU Vienna University of Economics and Business as part of the Marketing Research Seminar Series.…

Picture Kick-Off-SBWL

Welcome to our marketing specialization! (SBWL)

We warmly welcome the class of WS 2024/25 and look forward to spending the next two exciting semesters together!