Professor Krafft, MCM scholar and head of the Chair of Marketing Management (IfM), is the lead author of the study “Insight is Power: Understanding the Terms of the Consumer-Firm Data Exchange”, co-authored by a multinational research team consisting of, among others, V. Kumar, Colleen Harmeling, Siddharth Singh, Ting Zhu, and Jialie Chen.
On March 18, 2021, the “Institut für Marktorientierte Unternehmensführung” (IMU) at the University of Mannheim held its first digital spring conference with the theme "Turning Data into Insights - Customer Engagement in the Digital Age".
In keeping with the tradition, the Chair of Marketing Management (IfM) was once again pleased to welcome representatives from Dow to this year's Sales Management Lecture. Unlike in previous years, the guest lecture on February 5 took place completely digital. Prof.
On January 29, the Chair of Marketing Management (IfM) welcomed two representatives of Engelhard Arzneimittel for a guest lecture of this year's course "Sales Management". Tobias Frank, Director Sales National, and Christine Collot, Head of Shopper and Trade Marketing, gave the MCM students as well as Prof.
On Monday, January 24, Dr. Mirja Kroschke from the Otto Group was a virtual guest in the course "Consumer Behavior". In her presentation, she gave students insights into the use of artificial intelligence to holistically improve the customer experience at the Otto Group. Dr. Kroschke works as a project manager and business intelligence strategist in the Otto Group's Data Lab. She is also a familiar face at the Chair of Marketing Management, having earned her PhD there in 2017 and served as a Postdoc until 2019.
Stationary retailers are increasingly redesigning their stores to differentiate themselves from the competition and appeal to new customer groups. In an interview with “Die Glocke”, Professor Krafft explains how traditional retailers successfully transform their stores along the lines of real market halls to better meet changing consumer preferences.