Blick in das LC Gebäude

Institut für Marketing-ManagementRSS

“The purpose of the business is to create and keep a customer” (Peter Drucker). Wie aber gewinnt man Kunden und wie kann man sie infolge nachhaltig ans Unternehmen binden? Mit diesen und ähnlichen Fragen beschäftigen wir uns am Institut für Marketing-Management. In Lehre und Forschung suchen wir aktiv den Austausch und die Zusammenarbeit mit der unternehmerischen Praxis. Unser Ziel ist es neues Marketingwissen auf höchstem Niveau zu schaffen und im Hörsaal gewinnend zu vermitteln.

Forschung zum Anschauen

The open design effect. Journal of Marketing Research, 63 (2), 322-339, 2026 (L. Maier, M. Schreier, and D. Dahl) (link
Audio Podcast: Ep. 28 - The Open Design Effect – How I Wrote This – Apple Podcasts

News

Anocha Aribarg

Research Talk by Anocha Aribarg, University of Michigan (US)

Anocha Aribarg's MRSS session tackled a question that feels increasingly hard to ignore: why do some sociopolitical influencers manage to shape public opinion while others, working on similar issues,…

Anita Rao

Research Talk by Anita Rao, Georgetown University (US)

As part of the Marketing Research Seminar Series, Anita Rao presented joint work with Ziwei Cong on a question that platforms are quietly wrestling with every day: can ranking algorithms be used as a…

Garrett Johnson

Research Talk by Garrett Johnson, Boston University (US)

As part of the Marketing Research Seminar Series, Garrett Johnson presented joint work with Kobayashi and Gu on a topic that sits right at the intersection of advertising, privacy, and policy: how…

Hana Choi

Research Talk by Hana Choi, University of Rochester (US)

As part of the Marketing Research Seminar Series, Hana Choi presented her work on a question that feels very current in e-commerce: when retailers send out review solicitations, do they actually bring…

Els Breugelmans

Research Talk by Els Breugelmans, KU Leuven (BE)

As part of the Marketing Research Seminar Series, Els Breugelmans presented her research on a unique and rarely observable market situation: brand performance in a world without price promotions.…

Eva Bartovicova

Bright Ideas meet Strong Brands: Praxiscase mit Henkel

Im Rahmen eines Praxiscase in Kooperation mit Henkel arbeiteten die BA-Studierenden des Kurses „Product Management“ in den letzten Wochen intensiv an der Analyse des österr. Marktes für Haar Styling…