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

The open design effect. Journal of Marketing Research, 63 (2), 322-339, 2026 (L. Maier, M. Schreier, and D. Dahl) (link
Audio Podcast: Ep. 28 - The Open Design Effect – How I Wrote This – Apple Podcasts

News

Anocha Aribarg

Research Talk by Anocha Aribarg, University of Michigan (US)

Anocha Aribarg's MRSS session tackled a question that feels increasingly hard to ignore: why do some sociopolitical influencers manage to shape public opinion while others, working on similar issues,…

Anita Rao

Research Talk by Anita Rao, Georgetown University (US)

As part of the Marketing Research Seminar Series, Anita Rao presented joint work with Ziwei Cong on a question that platforms are quietly wrestling with every day: can ranking algorithms be used as a…

Garrett Johnson

Research Talk by Garrett Johnson, Boston University (US)

As part of the Marketing Research Seminar Series, Garrett Johnson presented joint work with Kobayashi and Gu on a topic that sits right at the intersection of advertising, privacy, and policy: how…

Hana Choi

Research Talk by Hana Choi, University of Rochester (US)

As part of the Marketing Research Seminar Series, Hana Choi presented her work on a question that feels very current in e-commerce: when retailers send out review solicitations, do they actually bring…

Els Breugelmans

Research Talk by Els Breugelmans, KU Leuven (BE)

As part of the Marketing Research Seminar Series, Els Breugelmans presented her research on a unique and rarely observable market situation: brand performance in a world without price promotions.…

Eva Bartovicova

Bright Ideas meet Strong Brands: Praxiscase mit Henkel

Im Rahmen eines Praxiscase in Kooperation mit Henkel arbeiteten die BA-Studierenden des Kurses „Product Management“ in den letzten Wochen intensiv an der Analyse des österr. Marktes für Haar Styling…