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Fritz Scheuch

Fritz Scheuch is emeritus Professor of Marketing at the Institute for Marketing Management. He graduated from WU and got his tenure position in 1979. From 1979 until his retirement 2013 he was Full Professor of Marketing.

His teaching and research interests cover a wide spectrum of topics in various fields of marketing management. Special topics are service marketing, industrial marketing and non-profit marketing under a consumer behavioral perspective. His work has appeared in academic journals and resulted in widely known text books, for example Marketing, 6th ed. 2007, and Service Marketing (Dienstleistungsmarketing), 2 ed. 2002.

He is member of the AMA American Marketing Association, the Editorial Review Board of der markt and the German Academic Association for Business Research (Verband der Hochschullehrer für Betriebswirtschaft).

Selected Publications:

  • Marketing, Verlag Vahlen, München 2007, 6. Auflage 2007 (F. Scheuch) "Eventmarketing", der markt, Ausgabe 2003 (2), 89-101 (F. Scheuch) (download)

  • Dienstleistungsmarketing. 2. Auflage, München 2002, Vahlen Verlag (F. Scheuch)

  • "Warum nur ein Steinway ein Steinway ist: Adjunktivität als Erklärungsansatz für seltene, attraktive und wertvolle Produkte", der markt, Ausgabe 2001 (1), 15-30 (F. Scheuch) (download)

  • "Sectoral Marketing Decisions as a Field of Research", der markt, Ausgabe 1998 (2), 59-67 (F. Scheuch) (download)

  • Marketing für NPOs, in: Handbuch der Nonprofit Organisation, hrsg. von Christoph Badelt, Schäffer Poeschel Verlag, Stuttgart 1997.