Main Areas of Research
Chair for Marketing & Media (LMM)
Our chair has a strong reputation in the area of media research, with a focus on digitalization and entertainment management, as well as in the field of service and relationship marketing.
Key topics in the domain of digitalization include new media and social media, which are consumed via web-enabled computers and mobile phones and assign an active role to the consumer. We are particularly interested in questions such as the value of social media marketing, the impact and generation of different types of word-of-mouth as well as the influence of new media and social media on brand value and other market-related measures. In the area of entertainment management, we investigate substantive phenomena evolving around hedonic media consumption as in the case of movies, games, and TV series.
Concerning the field of service and relationship marketing, the chair can look back on a long tradition when it comes to studying customer satisfaction, relationship quality, and other performance indicators for business relationships. Topics include among others the prioritization of customers and strategies designed to win back customers.
Guided by the overarching philosophy of marketing strategy and customer centricity, the Chair of Marketing Management covers three main research areas: Sales Management, Channels & Retailing, and Customer Management.
Our current research on Sales Management deals with direct selling, interpersonal influence, value-creating sales, and virtual selling. With regard to Channels & Retailing, current projects focus on digital business platforms, retailing of the future, private labels, and effects of radical transformations of stores on consumer attitudes and behavior. Last but not least, recent research on Customer Management concentrates on customer experience, loyalty programs, and interfaces of CRM with artificial intelligence and machine learning.
In our research, we are committed to applying state-of-the-art methods and analytical techniques, as well as to appropriately incorporating sustainability and ethical aspects into our projects.
Our research work focuses on questions relating to value-based marketing. Value-based marketing aims at developing and implementing customer-related strategies which create sustainable corporate values. A major role is played by the quantification of the impact of marketing activities on corporate success. This impact may be direct (e.g. profit or a company's value) or indirect (marketing value, customer value or customer sentiment). Due account is taken of the challenges posed to present-day marketing by the evolution of digital media (e.g. social networks, the assessment of products and services by customers). We invariably focus on current issues relating to corporate practice, and we co-operate closely with companies and other organisations. Our aim is not merely to generate scientific knowledge, but to place this knowledge at the disposal of companies, other stakeholders (e.g. analysts and investors) and society at large.