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

Slide SBWL

Are you interested in our marketing specialization? (SBWL)

Here you can find the SBWL Marketing presentation slides with all the relevant information to help get you started on your path (including information on registration, entry requirements, and exam…

group picture

Volles Supermarktsortiment. In 60 Minuten bei Dir.

Beim abschließenden Projektkurs „Marketing Consulting Project“ tauchen unsere Bachelor Studierenden der Speziellen Marketing in die Welt der Beratung ein. 17 Studierende übernahmen im Sommersemester…

Keith Wilcox

Research Talk by Keith Wilcox, Texas A&M University (US)

At the end of June, we had the pleasure of welcoming Keith Wilcox from Texas A&M University, which provided a fitting conclusion to a semester filled with insightful research talks. Keith presented…

Slide Drei

DREI macht‘s einfach – Marketing in der Zielgruppe U27

Als führender Telekommunikations-Anbieter in Österreich bietet die Hutchison Drei Austria GmbH Mobiltelefonie, Internet, Festnetz, Fernsehen und Business-Lösungen aus einer Hand an. Neben dem größten…

Nicole Mead

Research Talk by Nicole Mead, York University (CA)

As our latest guest in the Research Seminar series, we were delighted to welcome Nicole Mead from the Schulich School of Business. She presented her most recent work on the links between lay beliefs…

Markus Plankensteiner

Dr. Markus Plankensteiner, TT Control on Complex B2B Selling in an International High-Tech Environment

On May 14, 2024, we hosted on WU campus, Dr. Markus Plankensteiner, VP Sales and Marketing at TT Control, who shared valuable insights on complex and high-tech-driven B2B selling within the course…