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.
New article in Journal of Business Research
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.
Insightful Discussions at MCM’s Brown Bag Seminar with Prof. Peter Verhoef
Established in 2010, the Marketing Center’s Brown Bag Seminar serves as a platform for intellectual and social exchange: leading scholars from around the world present and discuss their current and ongoing research projects with the MCM research community.
Season's Greetings and a Look Back at December 2024
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.
Doctoral Colloquium of the IfM at the University of Zaragoza
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.