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
Maier, L., Schreier, M., Baccarella, C., and Voigt, K-I. (2023). University knowledge inside: How and when university-industry collaborations make new products more attractive to consumers. Journal of Marketing. (Link)