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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

Martin Mende

Research Talk by Martin Mende, Arizona State University (US)

"Marketing Research and Major Challenges of the Future: Technology and Sustainability" In his talk on prosocial ambassador programs, Martin Mende offered a service-focused lens to understand how…

Maura Scott

Research Talk by Maura Scott, Arizona State University (US)

In her talk, “Research Strategies for Impact: The Case of Inclusive Financial Services,” Maura L. Scott discussed how marketing scholarship can create meaningful change beyond academic publications —…

Henkel Österreich

Real-Life Case: Key Insights into Austria’s Haircare Market

Im Wintersemester 2025/2026 erhielten die Studierenden des Bachelorkurses „Product Management I“ die spannende Gelegenheit in Kooperation mit Henkel Österreich, eine detaillierte Analyse des Marktes…

Joseph Goodman

Research Talk by Joseph Goodman, The Ohio State University (US)

At the most recent Research Seminar Series, Professor Joseph Goodman delivered a talk addressing the question: “Do Experiential Purchases Remedy Materialism? Decoupling Purchase Type and Purchase…

Johanniter Österreich

Gemeinsam Gutes tun: Studierende der Speziellen Marketing entwickeln Fundraising-Ideen für die Johanniter Österreich

Im Rahmen des Bachelorkurses „Marketing Across Industries“ hielt Rodrigo Olivares Alba, Brand Manager der Johanniter Österreich im Wintersemester 2025/2026, einen spannenden Gastvortrag zum Thema…

Selin Malkoc

Research Talk by Selin Malkoc, The Ohio State University (US)

Professor Selin Malkoc from The Ohio State University presented research exploring whether Democrats and Republicans are symmetrically polarised in their social interactions, such as dating,…