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

SBWL

Marketing is everywhere, but it needs to start somewhere

Die Qual der Wahl - 2 Tage SBWL Messe der ÖH WU und ein beeindruckendes Angebot an SBWL Wahlmöglichkeiten. Das Institut für Marketing Management nützte die Chance und präsentierte seine SBWL…

Lukas Maier

Research Stay at Columbia Business School (New York, US)

Dr. Lukas Maier is currently visiting Columbia Business School in New York (US). Established in 1916, Columbia Business School is one of six Ivy League business schools and one of the oldest and most…

students

Exkursion zur Münze Österreich: Studierende der SBWL Marketing erleben Münzproduktion hautnah

Ob als Zahlungsmittel von 1 Cent bis 2 Euro oder als begehrtes Sammlerstück – Münzen begegnen uns täglich. Doch wie entstehen sie eigentlich? In Österreich gibt es eine zentrale Adresse für alles rund…

Laura Brandimarte

Research Talk by Laura Brandimarte, University of Arizona (US)

In our recent Marketing Research Seminar, we had the pleasure of hosting Professor Laura Brandimarte (University of Arizona), who held a thought-provoking presentation on the evolving challenges and…

Henkel

Product Management I: Hands-on Learning & Real-Life Experience

Im BA-Kurs I „Product Management I: Marketing Planning“ der Speziellen Marketing präsentierten Ende April 2025 neun Gruppen ihre Lösungen zur Analyse des österreichischen Marktes für Colorationen.…

Anirban Mukhopadhyay

Research Talk by Anirban Mukhopadhyay, City University of London (UK)

As our latest guest in the WU Research Seminar Series, we were delighted to welcome Anirban Mukhopadhyay from Bayes Business School, City University of London. He presented his compelling research on…