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

Tülin Erdem

Research Talk by Tülin Erdem, New York University (US)

As our latest guest in our Research Seminar Series, we were delighted to welcome Tülin Erdem from New York University. She presented her recent research on consumer attention, search, and…

Eduardo Andrade

Research Talk by Eduardo Andrade, Imperial College London (UK)

As our latest guest for our Research Seminar Series, we welcomed Eduardo Andrade from Imperial College London. He shared his recent work on consumer perception of sustainability cues in product…

Abhishek Borah

Research Talk by Abhishek Borah, INSEAD (FR)

In our latest Marketing Research Seminar, we welcomed Abhishek Borah. Abhishek is a tenured Associate Professor of Marketing at INSEAD. His research focusses on generating managerial insights from…

students in class

Aus Liebe zum Leben

Die Wertschöpfung gemeinnütziger Organisationen und ihrer Freiwilligen beträgt in Österreich laut aktueller Zahlen der Statistik Austria ca. 20 Mrd. €. Aufgrund der großen Bedeutung dieses Sektors…

Davide Proserpio

Research Talk by Davide Proserpio, University of Southern California (US)

As our latest guest for our Research Seminar Series, we welcomed Davide Proserpio from USC Marshall School of Business. He shared his recent work on the financial consequences of legalized sport…

Remi Trudel

Research Talk by Remi Trudel, Boston University (US)

As our latest guest for our Research Seminar Series, we welcomed Remi Trudel from Boston University (US). He presented his recent research on "The Material Diversity Paradox: Why Products with Many…