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MCM

Professor Kübler publishes research on cross-cultural price and eWoM sensitivities in Journal of Marketing

Professor Kübler published a study on how a country’s culture and socio-economic background influences consumers’ price- and electronic word of mouth sensitivities in the prestigious Journal of Marketing, which is considered to be the leading academic marketing journal.

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MCM

Professor Kübler appointed as Jury member for the Neptun Crossmedia Award - 5 FREE Award Show Tickets for MCM students

From November 7 to November 8 Professor Kübler serves on the Jury board of Germany’s leading crossmedia award „Neptun" in Hamburg. Together with distinguished experts from the media and advertising industry he selects the best integrated advertising campaigns which relied on a cross-media approach.

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MCM

MCM students acquire Artificial Intelligence - First Big Data Seminar concludes with important insights for MCM Master Students

Recent years saw a remarkable increase of interest in the exploitation of large datasets in order to enhance consumer insights. Famous use cases such as Target’s ability to identify pregnant shoppers by changes in consumption behavior or micro targeting of voters with the help of user generated content have made the algorithmic evaluation of consumer behavior a state-of-the-art procedure to guide and support purchasing decisions, to select and present relevant content on online platforms, or to develop bespoke advertising campaigns.

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MCM

Latest Journal of Marketing Issue 5 (September 2018) featuring Thorsten Wiesel and Raoul Kübler

 

Journal of Marketing
September 2018, Vol. 82, No. 5, pp. 1-19
"Device Switching in Online Purchasing: Examining the Strategic Contingencies"
by Evert de Haan, P.K. Kannan, Peter C. Verhoef, and Thorsten Wiesel

Link: https://doi.org/10.1509/jm.17.0113

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