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. 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.

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.

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.

At the end of a successful year, we would like to highlight one final milestone. This December, three MCM scholars participated in two major conferences that allowed us to share our research and engage in productive academic exchanges.

Prof. Manfred Krafft and his team from the Chair of Marketing Management (IfM) at the University of Münster recently participated in a doctoral colloquium hosted by the Faculty of Economics and Business at the  University of Zaragoza.