This paper by Sonja Gensler and Arvind Rangaswamy (Penn State, USA) highlights key developments in digital marketing since 1990, emphasizing the shift from static interactions to dynamic, data-driven ecosystems. While significant research on digital marketing has focused on the promotion and distribution aspects, the “Product” component of the 4P framework remains underexplored.
New article in Journal of Business Research
Amazon Insights! Florian Mair inspires at the Marketing Center Münster
Last week, the Marketing Center had the privilege of welcoming Florian Mair, Head of Amazon's Europe-wide fashion and apparel business and General Manager at the world-leading etailer, for not just one, but two engaging events. Florian Mair’s visit provided students with unique insights into Amazon's strategies that so strongly impact consumers as well as businesses on a global scale, the world of digital business as a whole, and invaluable career advice.
IWM receives Funding for Sustainability Research as part of the DINER Project
The Chair of Value-Based Marketing (IWM) is pleased to receive funding from the Federal Ministry of Food and Agriculture to support its research on sustainable nutrition as part of the DINER project.
Running from January 2025 to December 2027, this collaborative initiative aims to develop an innovative, user-friendly, and personalized recommendation system that encourages more sustainable eating habits.
At the heart of the project is a digital application designed to provide consumers with tangible benefits:
CustMaS Multiplier Event in Warsaw: Advancing B2B Digital Sales Education
From January 29 to 31, the CustMaS team hosted a highly engaging multiplier event at Akademia Leona Koźmińskiego (Kozminski University) in Warsaw, Poland.
Insightful Discussions at MCM’s Brown Bag Seminar with Prof. Peter Verhoef
Established in 2010, the Marketing Center’s Brown Bag Seminar serves as a platform for intellectual and social exchange: leading scholars from around the world present and discuss their current and ongoing research projects with the MCM research community.
MCM welcomes Max Backhaus and Rob Britton
Bridging Theory and Practice in CRM – Guest Lecture by Dr. Max Backhaus from OBI
Inside Amazon: An Exclusive Fireside Chat with Florian Mair
The MCM is thrilled to announce that 2025 will start with an extraordinary event.
The MCM Co-chaired the 2024 Mallen Screen Entertainment Conference at University of Cambridge
With more than 60 attendants, the 26th edition of the Mallen Screen Entertainment Conference was one of the largest in the series’ history. After conferences at University of California at Los Angeles, Yale University, and Yeshiva University New York, the latest edition of the selective event brought together leading entertainment scientists with industry leaders in film and TV at Magdalene College of the University of Cambridge.