Two Honors for the Marketing Center Münster
The Marketing Center Münster has reason to celebrate: two researchers from the Chair of Marketing Management have recently been recognized for their outstanding doctoral work.
New Study Examines How Radical Store Transformations Affect Category Sales
A new study published in the Journal of Retailing by Marleen Hermans, Els Breugelmans, Felix Lehmkuhle, Manfred Krafft, Mirja Kroschke, and Murali Mantrala looks at how radical store transformations affect sales performance at the category level - a topic that has received surprisingly little attenti
Recent Findings Advance our Understanding of How Frontline Employees Contribute to Patient Adherence in Mental Healthcare
A new study by Victoria Kramer, Janina Wiebringhaus, Detelina Marinova, and Manfred Krafft—published in the Journal of Service Research as part of a special issue on disadvantaged and vulnerable consumers—sheds light on a question in mental healthcare and service research that remains in
Why Buzz Matters: New A Journal Article by Prof Hennig-Thurau and Co-Authors in JPIM!
In Hollywood, the buzz for a new film is usually considered a good predictor of its success at the box office.
But Prof. Thorsten Hennig-Thurau from the MCM's Chair of Marketing & Media along with a team of marketing scholars from Toulouse and Karlsruhe now provide empirical evidence that buzz is actually so much more than just an indicator -- it's also infectious. The authors show that the buzz for a new product causes success by:
Selling and Sales Management for Successful Servitization: New Publication by Dr. Victoria Kramer and Sertan Eravci in JPSSM
As businesses increasingly shift from selling products to offering integrated services and solutions—a transformation known as servitization—the question of how to adapt sales strategies accordingly has become ever more pressing. A new study co-authored by Dr.
Prof. Krafft: Publications in Journal of Marketing & Journal of Retailing - and Best Paper Award
Prof. Manfred Krafft, Chair of Marketing Management (IfM) at the MCM, has recently had two papers published in leading academic journals: the prestigious Journal of Marketing and the Journal of Retailing. He has also been honoured with the Best Paper Award.
Introducing Spatial Word of Mouth: New Article Co-authored by MCM Prof. Hennig-Thurau on Electronic WOM for the Metaverse Age
In a new article published in the Journal of Retailing (rated “A” by VHB), Professor Thorsten Hennig-Thurau from the Chair of Marketing & Media together with former MCM professor Raoul Kübler (now ESSEC Business School, France) investigate how users of the metaverse communicate with and in immersive digital environments. In their article, they introduce the concept of Spatial Word of Mouth (WOM) as an extension and 3D evolution of traditional electronic WOM alias eWOM for the metaverse age.
Can Public Broadcasting News Save Democracy in Digital Times? New Study by Dr. Kai Manke & Prof. Thorsten Hennig-Thurau
In our increasingly chaotic political arena, Public Broadcasting News (think: Germany’s 'Tagesschau') drive people's political participation and civic engagement -- in ways that commercial news media do not. Public Broadcasting News (PBN) also contribute to people's political knowledge and their support for democratic values, two key foundations of any (truly) democratic society.
Mapping the Dynamic System of Political Marketing - New study attracts widespread media coverage
In the run-up of the 2024 US presidential election, candidates have spent more than 12 billion dollars on marketing. Whether these investments have been effective and how different elements (e.g., candidates own statements, advertising) interact to shape voter behavior, however, has long been a key under-researched area. For eight years, an international team of researchers has investigated the dynamics of political marketing alongside other factors like polls, media coverage and disinformation. In their study recently published in the Journal of Business Research, MCM scholar Dr.